Yanagiya, a cosmetics brand that's based out of Japan, recently launched a new advertising campaign to promote its J-Gel product for men.
Rather than using a traditional model to show off the capabilities of the product however, Yanagiya decided to use a fictional one: Guile from the video game series Street Fighter. The character is known for his American military style, and his thick yellow-blonde hair that sticks straight up. In addition to featuring the muscular character in modeling shots, Yanagiya conducted a fake interview with Guile, to get an understanding of how he would use J-Gel to prevent his hair from falling out of place. The resulting interview includes bold statements from the fictional character such as, "A disturbed hairstyle leads to disorder of the heart. It’s not cool."
By using a character that's well-known amongst young Japanese males, Yanagiya captures the attention of their target demographic while promoting the power of J-Gel.
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