Lion commercials: from oral care products to household goods.
Speaking of Lion, in addition to oral care products such as toothpaste, the company handles a wide range of household items, including laundry detergents and dishwashing liquids.
Many of Lion’s products are so well-known that almost everyone has heard of them, making them feel very familiar to us—and that’s arguably thanks in part to their frequently aired commercials.
In this article, we’ll showcase Lion’s commercials all at once.
Along with the star-studded casts, another highlight is how each commercial reveals the target audience for its respective product, so keep an eye out for those aspects as you watch.
Lion commercials. From oral care products to household goods (1–10)
LION Soflan Aroma Rich Aroma Trip “Ellie” Version / “Claire” Version / “Diana” Version / “Juliet” Version / “Leila” VersionNEW!Suzu Hirose
This Aroma Rich commercial featuring Suzu Hirose introduces the product lineup in a story-like format.
Each fabric softener scent is named after a woman from overseas, and each ad begins with the line, “Today I’m going out with ____,” unfolding as if you’re traveling with a friend.
In a calm, narrative tone, it presents the characteristics of each fragrance and the moods they evoke.
LION Soflan Aroma Rich 'Undeniable Fragrant Bliss' VersionNEW!Suzu Hirose
This commercial promotes Soflan Aroma Rich’s fragrances that bring happiness to everyday life, conveyed through Suzu Hirose’s presence.
It depicts the scent wafting from clothing and how it naturally brings a smile to those who experience it.
Her content expression before going to bed also suggests that the fragrance lasts well over time.
LION Dent Health DX Premium 'Power of the Gums' VersionYutaka Matsushige
This commercial features Yutaka Matsushige powerfully telling us that Denthealth DX Premium draws out the gums’ natural strength.
While depicting what kind of power gums possess, it also shows which ingredients enhance that power.
The images of radiant gums and Matsushige’s smile upon seeing them convey that the product delivers positive effects.
LION Bufferin Premium DX Quick+ “Aim for Both” VersionMasami Nagasawa
This commercial promotes the idea that Bufferin Premium DX Quick can solve the headaches that so many people struggle with.
Starting with an introduction in which Masami Nagasawa has come to help modern people, it explains how headaches occur.
It strongly conveys that the product not only addresses the transmission of pain but also thoroughly targets the root cause, providing clear relief from headaches.
LION NANOX one: 'The Root of Bacteria' EditionRyusei Yokohama
This commercial powerfully conveys that NANOX one can eliminate the root of bacteria that previous detergents actually couldn’t address.
Ryusei Yokohama speaks directly about its ingredients and effects, and you can sense its cleaning power from the freshly washed results.
His strong expression and the way he looks straight at the viewer while holding the laundry give the impression of confidence in its effectiveness.
LION Soflan Airis 'Hello, NEW AIR. ~First Time~' Version
This is a commercial that promotes how laundry becomes soft when you use Soflan Airis, conveyed through the presence of Kentaro Sakaguchi and Nana Komatsu.
Sakaguchi plays the guitar while Komatsu waits for it to be finished as she reads a book, evoking an expectation of a softness that leads to relaxation.
The song that further accentuates the gentle atmosphere depicted in the visuals is Bialystocks’ “Hoozue” (Chin in Hand).
It features a strikingly resonant bass, with various instruments gradually joining in, and the layering of sounds and vocals conveys a sense of warmth.
Soflan Aroma Rich 2020Yui Aragaki
This commercial promotes how long the scent of Soflan Aroma Rich lasts, conveyed through Yui Aragaki’s personal impressions.
By talking about her dissatisfaction with previous fabric softeners—whose fragrance would change between the time of use and wearing—it communicates that Aroma Rich offers a quality unlike anything before.
The way her expression shifts to a smile as she senses the fragrance also powerfully evokes the richness of the scent.
The song that underscores the gently airy atmosphere depicted in the visuals is JYOCHO’s “Hikari Atsumete Oide yo.” Its softly acoustic arrangement is striking, and the tenderness in the vocals truly helps to calm the heart.