Works: =Commercials= Menu

+COFFRET D'OR (2007)  +Suntory "Let's" Diet Water (2007) 
+SEVENTEEN x East Boy (2004/ 2005)

+Movies  +Dramas  +Seventeen Magazine (2003-2006)

DoCoMo 2.0 (2007)

    Beginning in the month of May, Japanese major phone company, NTT DoCoMo launched a huge campaign to promote their new cellular line, the DoCoMo 2.0 904i series. To do so, they employed eight of Japan's top entertainers to represent eight different styles of the new 940i DoCoMo cell phone line up. Those entertainers are: the Zatoichi award winning actor, Tadanobu Asano; j-drama and movie king,  Satoshi Tsumabuki; TOKIO boyband singer and acclaimed actor, Tomoya Nagase; Japanese princess of punk rock, NANA star, and actress,  Anna Tsuchiya; internationally acclaimed "All About Lily Chou Chou" actress,  Aoi Yuu; "One Missed Call" actress, Fukiishi Kazue; j-drama prince, Eita; and of course, Keiko Kitagawa.

   The commercials play like a mini j-drama about eight strangers going on group dates who establish a higher level of communication through their DoCoMo phone and service. The story is said to be a trendy play with a mix of romance, comedy, science fiction, and even elements of action are introduced as the plot develops. Each character has their own story as well as a group story that is set to air from May 10th and forward for the rest of the year. It's linked to each chapter by the themes of personal usage of the phone, which flows throughout the series until the very end.

   Tadanobu Asano plays a pro soccer player. During his high school years he was a member of the soccer team. He's also a lover of magic tricks. Tomoya Nagase plays a handsome young man who keeps his body in shape doing weight training. During his high school years he was the captain of the soccer team. Satoshi Tsumabuki plays an office worker for a trading company. During his high school days he was the "ace striker" for the soccer team. Eita plays a man who works part time at a bicycle shop. During his high school days he was the manager of the soccer team. Fukiishi Kazue plays a flight attendant of a certain airline company. Anna Tsuchiya plays the daughter in a "yakiniku" (?) restaurant where the flight attendant orders food. She is constantly captivated and crying over sad movies. Aoi Yuu plays a young woman with a peculiar interest in her pet alligator.

The most stand out thing about this series is, of course, the stars. Keiko is the only one among them without a lengthy/ critically acclaimed resume and yet DoCoMo chose her to help represent their company. This series marks a a great notice in Keiko's potential star power.

But why would DoCoMo go to such lengths to promote its newest phone series? Over the past few years, DoCoMo has sat comfortably in the top spot as the number 1 mobile phone provider in Japan. Recently, their success has been eclipsed by au, and this new campaign is a bold and clever move to take back the throne of the Japanese mobile phone empire! ^_^ May sound like no big deal, but the Japanese live, eat, and breathe cell phones more than any other country in the world. And the most popular cell phones used all over the work are manufactured first in Japan before being shipped overseas. Good luck to DoCoMo!



 

 

 DoCoMo 904i series

FOMA SH904i Character

  The DoCoMo 2.0 characters have no names, they are just different personas representing different phones. Keiko's character is  a rich young woman who lives in a mansion with her parents. She is currently stuck going to formal dinners and facing potential suitors that her parents want to marry her off to. Quite like a well bred fairy tale princess, Keiko's character hides her anxiety under pleasant smiles, propriety, and politeness.  

   The phone her character uses is called the FOMA SH904i in the color "crystal white." The only other character that uses the FOMA SH940i  series is Anna Tsuchiya's character, who's version is in the color "linear blue."



FOMA SH904i "crystal white" (click to enlarge)
 

Cast