Two new commercials for Fujiya's "Smile Switch" featuring Snow Man will be aired nationwide

■The commercial song is Snow Man’s new song, “A PIECE OF CAKE”!

Fujiya’s new commercials featuring Snow Man, “Fujiya Which one should I eat? Chocolate Angel” (30 seconds and 15 seconds) and “Fujiya Western Confectionery Shop Praise Day Successful Day” (30 seconds and 15 seconds), will be aired nationwide from September 10th.

Fujiya is currently promoting its long-selling chocolate “Look” and “Cake (Western confectionery)” under the theme of “Smile Switch.” Snow Man has been the brand character for five years.

The new “Look” commercial, “Fujiya: Which Look should you eat first? Chocolate Angel,” conveys the appeal of “Look,” which comes with a variety of flavors to choose from, through a conversation between the members of Snow Man, who are struggling to decide which Look to eat first, and the “Chocolate Angel” (Fukazawa), who has wings like chocolate.

The catchy finger dancing that the Snow Man members perform one after another to the memorable melody is so fun that it’s the kind of commercial you’ll want to imitate.

The new “Cake (Western Confectionery)” commercial, “Fujiya Western Confectionery Shop Praise Day – A Day When Things Go Well,” tells a story that seems to depict Snow Man’s everyday life, and the charm of the commercial lies in the heartwarming atmosphere of the conversations they have on the bus after work.

Some days go well, others fail. With all sorts of things happening every day, Snow Man members suggest treating yourself to a treat at Fujiya at least once a week. It’s impressive to see them looking at the Fujiya cakes lined up in the display case with shining eyes.

The commercial song used is Snow Man’s new song “A PIECE OF CAKE.”

■New CM “Fujiya Which one should I eat? Chocolate Angel” Story
“Look (a la mode)” allows you to enjoy the taste of four fruits in one box, “Look (Milk Parade)” has three varieties in one box, and “Look (White Lovers)” has three varieties in one box. All of the “Look” varieties look delicious, and the members of Snow Man are struggling to decide which one to eat first.

The members performed the LOOK finger dance to the melody, “♪Which one should I eat first? Just as the chocolate angel says!”, and the one who entrusted the choice to Fukazawa, the “chocolate angel” with big wings like chocolate. As the members’ attention was focused on them, the “chocolate angel” made a cool pose and said, “Just follow your heart!”, to which Raul, not convinced, said, “Hey, decide!”. Urged by Meguro’s words, “Let’s do it again!”, the “chocolate angel” again entrusted it to him, saying, “♪Choose, chocolate angel!”, but this time the “chocolate angel” dodged the question by saying, “Listen carefully!”… The members of Snow Man, who had reaffirmed the charm of the “LOOK” with its various flavors that even the “chocolate angel” could not choose, said in unison, “It’s good to be able to choose! LOOK!”, and each put one of their favorite “LOOK” into their mouths.

■New CM “Fujiya Western Confectionery Store Praise Day Successful Day” Story
After work, the members of Snow Man take a breather on the bus. “We worked hard today!” says Sakuma as he stretches, and Raul replies, “I know!”. As they happily look back on the day, saying, “Everyone was perfect,” and “Everything was perfect!”, Peko-chan pops her head out from the seat in front of them and interrupts, saying, “Oh my, are you just praising yourself?” Meguro appears in front of the members, surprised, saying, “Peko-chan!?”, holding a Peko-chan doll. When he asks, “Shall we treat ourselves to a Fujiya?”, everyone immediately gets excited and exclaims, “That would be great!”

The bus departed for Fujiya Western-style confectionery shop. When they arrived at the store, the members’ eyes lit up as they saw the cakes lined up in the display case. “Today is Praise Day at Fujiya,” the Snow Man members said in unison, and munched on the cakes they had chosen as a reward to themselves.

[Filming episode]
■Enjoy the catchy choreography!
In the new “LOOK” commercial, the members of Snow Man are trying out the intricately choreographed LOOK finger dance to a fast-paced melody. Fukasawa, Raul, and Meguro were the first to film, but the tempo was faster than they expected, and they all looked at each other and burst out laughing. Raul said, “We were taught the hand choreography in a fairly short amount of time, but it was quite difficult and we were nervous while filming. The choreography is catchy, so I hope everyone will try to imitate it and have fun.”

■ With the image of a musical stage,
In the new CM for “Look”, Fukasawa plays the role of a “Chocolate Angel” with wings like large chocolate. When she said the lines “Follow your heart!” and “Listen carefully!”, she said, “Rather than being a cute angel, I had the image of her boldly speaking her lines on stage in a musical”, to which the other members declared, “You’re in charge of musicals!”. She seemed to be pleased with her role as the “Chocolate Angel”, saying, “It was a valuable experience.”

■Who does Fukasawa, who played the “Chocolate Angel,” think is the most “angelic” of the members?
After filming, we asked Fukazawa, who played the “Chocolate Angel,” “Who is the biggest ‘angel’ among the members of Snow Man?” He prefaced his answer by saying, “There are a lot of angels in Snow Man,” but then he answered, “Sakuma-san. A ‘desperate’ angel!” He explained, “When Sakuma-san is around at work, he ‘desperately’ does all sorts of things, which helps us to see more smiles. That’s why I think he’s our angel,” and the other members nodded in agreement.

■ I want to put into practice the “praise day” system.
The first half of the new “Cake (Western Confectionery)” commercial was shot in a real bus that is also used for transporting staff. “It was a completely different experience (from previous Fujiya commercials) and it was refreshing. I think it shows our true selves,” Watanabe said of the shoot outside the studio. Meanwhile, the scene in the second half where the members eat their favorite cakes was shot in a set inside the studio that faithfully recreated the Fujiya Western Confectionery Shop. In front of the showcase lined with real cakes, Abe said, “It smelled so sweet and there were so many cakes lined up, it brought back memories of when I went to a cake shop when I was little.” After finishing the shoot, Meguro reflected on the shoot, saying, “The word ‘praise day’ appears in the commercial. I thought it was really nice to have time to praise each other, and after the day is over, we eat sweet and delicious cake while looking back on it. I wanted to create a ‘praise day’ for ourselves and put it into practice.”

■Which member do you think would be a great compliment?
In reference to the line “Today is a day of praise at Fujiya,” we asked them to name a member they would like to praise. “There’s no way I can narrow it down to one! Everyone,” said Miyadate, and the one Iwamoto chose was him. “You have to have perseverance to train steadily and build a body that can move. I want you to replenish your nutrients and get sugar to charge up your energy for the next day,” said Miyadate. Iwamoto, who was “praised” by Miyadate, said, “Thank you!” with a big smile. Sakuma also said that he would like to “praise” Fukasawa. “(Snow Man) works with a lot of different people, and I can see that they tease (Fukasawa) a lot and love her. I think it’s wonderful that everyone recognizes what I have on a daily basis,” said Fukasawa, who seemed a little embarrassed when asked the reason for this, saying, “It’s not bad to be praised.”

■LOOK×Snow Man Which food look is best? A campaign to win stickers is now running!
Starting September 10th, a campaign will be running at Family Mart and Fujiya Western Confectionery stores nationwide where if you purchase three eligible Look chocolate products (excluding Western sweets and frozen desserts), you will receive a “LOOK x Snow Man Which Look Should I Eat? Sticker” on a first-come, first-served basis.
*Some stores may not be participating.

■Look’s SNS campaign will be held on Fujiya Official X!
To commemorate the release of the new commercial, the “9-week consecutive #DoreKaraTabeLook Campaign” will be held on September 10th at 10am on Fujiya Official X (formerly Twitter). Just follow the Fujiya Official X account and repost eligible posts to win a “DoreKaraTabeLook? Assortment Box” for 100 winners each week, for a total of 900 winners. In addition, in the first part of the campaign, if the total number of reposts of the eligible commercial videos reaches 50,000, a special video of Snow Man will be released. For more information, please visit the official brand site.

■ Fujiya Western Confectionery Store Snow Man’s newly recorded in-store announcements
Starting Tuesday, September 10, 2024, Snow Man will be broadcasting in-store announcements at Fujiya Western confectionery stores nationwide. The announcements will be newly recorded audio that can only be heard in-store, featuring Snow Man introducing the new Fujiya.
Participating stores: Fujiya Western confectionery stores nationwide (some exceptions apply)