A roundup of ST’s commercials: captivating with their humorous flair (including Shoshuriki)
S.
T.
, whose chick logo is memorable, is a company that handles a variety of household goods such as Shoshu-Riki, Mushuda, and Deodorizing Charcoal.
Because they air commercials proactively, chances are you’ve seen an S.
T.
product commercial yourself.
When it comes to S.
T.
’s commercials, many of them feature humorous and entertaining direction—starting with the Shoshu-Riki ads, which are known for their original songs.
In this article, we’ll introduce all of the S.
T.
commercials that have aired so far, so please enjoy reading through them.
A roundup of ST’s commercials: captivating with their humorous flair (including Shoshuriki)
Shoshu-Riki by ST: Pure Air (Commercial)Takanori Nishikawa
This commercial features Takanori Nishikawa promoting Shoshuriki with the slogan “Let’s change the air,” in the style of an election campaign.
It also clearly depicts interactions with local residents—an essential element of elections—which conveys that Shoshuriki is a familiar, close-at-hand presence.
Another highlight is the CM song sung by Takanori Nishikawa, where his lively vocals express the sentiment behind the slogan “Let’s change the air.” The spot leaves a strong impression by ending with the familiar “Shoshuriki” phrase, showcasing his powerful voice.
ST Mushiuda “Gather, Dust Mites!” No Insecticides Version / Large-Size Version
This is a commercial that promotes the mite-catching sheets from Mushuda with a fun, kids’ show vibe.
Kids’ shows often feature scenes where children gather together, and this ad uses that imagery to express how mites will gather just as reliably on these sheets.
You can feel the joy of moving toward a more comfortable life as the mites are effectively captured—reflected in the smiles of everyone, including the children.
It’s also noteworthy that the ad highlights functional points like the trust inspired by the large-size sheets and the peace of mind that comes from being insecticide-free.
Mushuda 2008
This is a memorable Mushuda commercial featuring the jingle “Mushuda that doesn’t leave any smell.” For many people, just hearing “Mushuda” makes that song start playing in their heads, doesn’t it? The chaotic storyline is also striking: the original character, Monsieur Kumao, is getting treated at the dentist when it’s discovered he has moth-eaten holes in his body, and he’s whisked straight off to the Mushuda factory.
ST Shoshuryoku “Princess Kaguya” Edition
Speaking of Deoshushryoku commercials, many people probably remember the one where Miguel shows off his powerful singing voice, but the “Kaguya-hime” version—where a foreign woman shouts, “So smelly!”—likely stuck in your memory too, right? And the celestial being’s single line, “Use it,” as they hand over Deoshushryoku also made quite an impact, didn’t it?
ST Mushuda 'For your important clothes: Autumn' version
ST’s classic product, the insect repellent Mushuda, has a commercial titled “For Precious Clothes, Autumn” that’s incredibly humorous.
The setting is a dry cleaner’s, and when the female clerk returns the clothes she’s been keeping, she starts whimsically giving them names one after another, like “a primetime-drama-heroine-style dress,” “an elevate-your-authority, can-do-at-work blouse,” and “an underground-idol-style schoolgirl-style set-up.” The bizarre turn of events creates a distinctly surreal vibe, and once you’ve seen it, there’s a good chance you’ll find it addictive.
ST Kome-Touban “Bugs Love It” versionAi Takahashi, Reina Tanaka
Former Morning Musume members Ai Takahashi and Reina Tanaka appear in St’s Beitōban “Bug Lovers” commercial.
They initially exclaim “So cute!” upon seeing bugs swarming in the rice bin, but then completely deny it while dancing.
As expected of former Morning Musume members, the dance is top-notch!