au | LISMO Fes! | 2010
That Mouth at 0:22 / au "LISMO Fes!"
Around the 0:22 mark, there's a moment where Haruna Kawaguchi opens her mouth wide, and it's unbelievably cute. Her charm from back when she wasn't as famous as she is now is all packed into that single instant. Whoever on the crew captured that moment did an amazing job.
The insight
Honestly, calling it a "Fes" (festival) feels like a bit of a stretch. But as a way of depicting the dream of getting lost in music with your headphones on, it's not bad at all. Sure, a real festival is its own thing, but the boldness of calling a music experience enjoyed on a flip-phone screen a "festival" feels very 2010.
The idea
It's a simple setup: Haruna Kawaguchi and Lismo-kun dance to WEAVER's long-titled song. The freshness of the music and the richness of her expressions are everything here.
What happened
This commercial was named the 2010 Commercial of the Year by CM NOW, and Haruna Kawaguchi was also chosen as one of Nikkei Trendy's "Faces of the Year." It's still talked about today as the ad that kicked off her breakthrough.
Afterthought
LISMO is no more now. The service has ended, but the memory of this commercial lives on. Haruna Kawaguchi's adorable dancing, that song, and Lismo-kun's presence. It reminds me of the simple happiness of watching a commercial with a cute girl on a Saturday.
