P&G turns to branded entertainment to show how its products improve lives in Japan

Picture 17P&G has launched a branded entertainment series in Japan to show how its products benefit consumers in everyday situations.

The online video series, created was Grey Tokyo, follows the lives of a couple of ski instructors suffering from damaged hair, a group of young chefs with stain-smattered uniforms, and some young mothers who are self-conscious about the cleanliness of their homes.

“The challenge in executing the series of before-and-after videos was the Japanese communication style itself, often epitomized by subtlety and nuances,” a press release from Grey reads.

“Unlike their Western counterparts, the Japanese tend to be more reserved and hesitant when expressing their emotions. The tone of the campaign therefore could not be too overt and aggressive in relaying the campaign’s message as it would not appeal to the local audience.”

This video shows the hair-healing effects of Pantene shampoo.

This video shows off the stain-removing powers of Ariel.

The last video shows how P&G brands Lenor, Febreze and Joy can help mothers in everyday life.


  • Agency: Grey Tokyo
  • Creative Director: Kanji Miyagawa
  • Art Director: Shiho Kurihara
  • Producer: Ha Jaeyoung
  • Account Directors: Yukiko Ochiai, Junko Igarashi
  • Account Supervisor: Sakiko Horikawa, Tai Kenneth
  • Director: Tsuguhito Fujioka
  • DOP: Kozo Natsumi

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