ライオン | 働く女性への応援歌 | 2016
The Courage to Start Singing on the Train / LION "An Anthem for Working Women"
It's a train at night. Women heading home begin to sing, one by one. Set to a reworked version of the song "Ano Subarashii Ai wo Mou Ichido" ("That Wonderful Love, Once More"), the new lyrics quietly unfold: "I worked hard today, no excuses."
The insight
No stars are used. Just the everyday life of women in their 20s, shown plainly but with taste. As if embodying Shunichi Iwasaki's famous line "Love today," it shows LION's belief that a brand is built by stacking up one ordinary day after another.
The idea
On their way home on the commuter train, the women build the song one by one: "Go home, take a bath. Brush your teeth. Keep living this ordinary day." The rewritten lyrics are careful and close to everyday life, and they really get to you.
Afterthought
I'm not sure if it surpasses "From Good Morning to Good Night," but I think a brand truly grows by piling up this kind of unflashy, yet solid and familiar advertising, one piece at a time. The fact that it portrays women in their 20s was also a nice surprise. Tasteful, yet touching. A real masterpiece.
