Marubeni banks on J-Pop singer Ado's mystique in new commercial

A sudden power outage during a concert is an unlikely backdrop for a corporate advert, yet Marubeni's latest campaign, featuring J-Pop sensation Ado, manages to turn this disruption into a compelling, if somewhat abstract moment.

Created by Dentsu, the ad is quite a coup for Marubeni that lands Ado's first on-screen commercial and live performance. The 90-second ad, part of Marubeni's 'Share the Challenge,' aims to position the company as a global problem-solver.

The premise is simple enough: Ado's belting out her track, 'Rockstar', when the lights go out. Instead of stopping, she channels the crowd's energy—applause, cheers, phone lights, to keep the performance alive. It's a message that chimes with Marubeni's desired image: resilient and collaborative.

The ad cleverly mirrors Ado's own rise from pandemic bedroom recordings to stadium headliner. But while emotionally powerful, the link to Marubeni's core businesses (renewable energy, agriculture, healthcare) feels tenuous. It's mood over matter.

This marks a shift from previous 'Share the Challenge' campaigns, which spotlighted specific initiatives like sustainable mining or renewable projects. The current approach prioritises emotional connection over explicit detail, engaging viewers on a gut level but leaving the specifics open to interpretation.

Ado's involvement is a major draw. Known for her anonymity and emotionally raw music, she connects deeply with younger audiences. Her journey, from emerging artist to household name, embodies perseverance, aligning with the brand's broader message. Though we are left wondering if her fiercely independent persona creates a subtle tension with Marubeni's collaborative bent. It's a friction that adds depth, making the campaign feel less cookie-cutter.

Beyond the advert, Marubeni has added mini-docs narrated by Ado and a dedicated microsite showcasing its achievements. These elements offer crucial context, grounding the campaign in Marubeni's real-world contributions.

Campaign's Take: Marubeni and Dentsu have pulled off a difficult trick: keeping Ado's mystique intact while crafting a corporate film that, unlike most, isn't weighed down by jargon and branding overkill. The reliance on metaphor, though, means it's more about the feeling it evokes than the details it conveys. It's a bold choice, but will the star power truly illuminate the brand's purpose? We will wait for the audience reaction to gauge that.

But the bigger question remains: can independence sell collaboration? Placing a fiercely individualistic J-Pop icon at the front of a campaign about teamwork raises questions about authenticity, alignment, and the real impact of celebrity endorsements.

Credits:

Agency: Dentsu Inc.
Director: Nao Watanabe
Creative director: Jumpei Iwata, Shumpei Murata
Art director: Yuki Nakao, Ryohei Yabusaki
Digital: Kai Yamazaki