A commercial where Mao Asada is at her best, looking like she's improvising while skating and shouting 'Large intestine is important~!'

Today, I'd like to analyze a commercial I've seen recently that I just can't get out of my head.
It's the Morinaga Milk Industry Bifidobacteria 'Large Intestine is Important' version.
It has been airing in the Kanto area since December 23, 2023.

Here is the video of the commercial.

When it comes to commercials featuring Mao Asada, there are many, such as Airweave, Takara Shuzo's Mio, and Sato Pharmaceutical's Stona Lini, but in all of them, she appears in a dignified, beautiful, and polished state, maintaining her image as a skater.

This Morinaga Milk Industry commercial also starts with somewhat stiff acting, and just when you think it's the usual perfect Mao-chan, the second half features an unexpected development where you can see a different, natural side of her.

Let's take another look, along with the attention level per second.

This graph measures the attention level of commercials in general households, and scenes with high values mean they are being watched closely. Please see the following note for details on the data.

In the C-score, which indicates the attention-grabbing power derived from the commercial, women scored 109 and men scored 103. (A C-score of 100 is the average for all commercials.) This means that for women, it was watched 9% more efficiently than the average for all commercials. A C-score over 110 puts a commercial in the top 10% of all commercials, so 109 is a very high score!

As for which scene was watched the most, it was the scene where Ms. Asada is skating while shouting 'Large intestine is important~!' (around the 16-second mark).
For women, eyes were drawn all at once around the 22-23 second mark, in the scene where the Bifidobacteria character 'Bifi-chan' bumps into Mao-chan and you can hear laughter.

This scene is irresistible!!!!
I'm sure they bumped into each other by accident without intending to, but that sense of improvisation and the resulting natural smile on Mao-chan's face look so cute! I have an image of commercials being reshot many times to broadcast a perfect work, but this scene feels raw, doesn't feel manufactured, and I found it very likable.

After that, the attention remained focused, and the scene where the product package appears after the 28-second mark was also watched quite closely. I also like the slightly understated copy, 'Bifidobacteria is actually Morinaga Milk Industry,' because it doesn't feel like a hard sell.

In fact, about 50% of commercials show a downward trend where attention gradually decreases from the start of the broadcast, and only about 10% of commercials show an upward trend where attention increases during the commercial. (According to REVISIO) In that sense, this commercial is a piece of creative work with amazing power, as it continues to maintain an attention level higher than that of the first second until the very end.

Characteristics of commercials that get watched include 'having a scene setting,' 'conversational format,' 'unexpected developments,' 'smiling or fun scenes,' and 'comical elements,' and this one is packed with many of these elements!

By the way, this commercial is broadcast frequently on Nippon TV and TV Asahi, so you won't come across it unless you turn on one of those channels. It's still airing, so everyone, try waiting for it on Nippon TV and TV Asahi. (Laughs)