A few years ago, as Hi-Chew's sales were in a slump, it went through an image overhaul and began to make ads under the "Eat Hi-Chew, Be Happy" (Kucchara Hapi Hapi Hi-Chew) campaign. This campaign marked a very different approach for the company--mainly using popular celebrities in the weirdest situations with talking pieces of candy.
When I mean weirdest situations, I do mean weirdest:
The first two feature Ayumi Hamasaki, whom I previously blogged about in the Panasonic post. She no longer endorses them, and was replaced by another popular singer in 2005. Here's his latest commercial:
Basically, the main character is about to enter a public bath with his "Hi-Chew" friend, when he points at him in disgust saying "Your skin is full of little bubbles!" The candy retorts that his skin isn't any better, and the two end up doing this lovely dance in the middle of the galaxy.
The ad is to promote a new line of Hi-Chew candies that now come with little flavor bubbles. It stars Tsuyoshi Domoto, one half of the pop boyband duo, KinKi Kids (try not to read much into their name; KinKi is name of their hometown).
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