Here's another very effective Japanese TV ad.
The product is Glico BREO, a breath mint that promises to "clean your tongue and mouth." In the ad, BREO comes at the delicate problem of bad breath with a characteristically effective Japanese approach: cuteness.
The idea is simple: adorable girls in various lifestyle situations stick out their tongues at the camera, eyes smiling. When the last girl appears, she's got a BREO mint on her tongue.
But this simple idea is supported by a strong connection to Japanese culture. Specifically, the childhood game in which kids stick out their tongues at each other and playfully blurt "akkanbe!" (If you listen, you'll notice that this word is repeated over and over in the background song.)
The idea of linking positive childhood memories to this very functional product for an embarassing condition (bad breath) is a stroke of genius. Whether you're a man or a woman, you're immediately engaged by the charming way these girls are flirting with the camera. But the benefit of the product is clear, since there's a voice over at the end that says "[If] your tongue is clean, [your] breath is clean. BREO." (Plus, there's that last shot featuring the product sitting on the actress' tongue.)
There's something about this ad that just gets under your skin and keeps you smiling (and singing the song)—which makes it a lot more effective, than say your typical, scientific mouthwash commercial.
Here's another version (違うバージョン）:
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