TOKYO - Kao’s long-running shampoo brand “Merit” has captured wide attention with its television commercial titled “Family, Love, and Merit,” which has now surpassed 3 million views online. The ad, rendered in a soft illustration style and set to Ringo Sheena’s song “Theory of Happiness,” has been praised on social media for its emotional impact and relatable message about everyday family life.
According to Kao’s marketing team and the creative staff at Dentsu who produced the campaign, the commercial was developed through an entirely different creative process from traditional advertising. By combining a nostalgic visual tone with Sheena’s emotionally charged lyrics, the creators aimed to communicate the simple yet powerful theme of “happiness found in ordinary days.”
The production team explained that the ad’s focus on illustration rather than live action allowed viewers to project their own experiences and memories onto the scenes, amplifying the emotional resonance. Through this unconventional approach, Kao’s “Merit” succeeded in renewing its image as not merely a hair-care brand, but a companion to family moments shared across generations.
Source: テレ東BIZ
