Best of 2015 No. 4 TV/Film: These Japanese High School Girls Have a Mind-Blowing Secret

Startling Film Shows the Transformative Power of Makeup

Published on

Editor's Pick

Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.

At No. 4 in TV/Film, beauty and cosmetics marketing is largely driven by strategies that involve glam shots, beautiful celebrities or models and a perhaps a word or two about product benefit, but this breathtaking, superbly crafted film, created in-house at Shiseido, illustrated the transformative power of makeup through an intriguing story with an unexpected twist.

Original Story:

This video from Shiseido has gone viral for a reason: It blows even the best cosmetics tutorials away in terms of showing the transformative power of makeup -- but not in the way you think.

The ad opens on a teacher as she's about to enter a high school classroom. She walks in, and the camera moves from girl to girl at each desk -- their delicate faces going from morose, to eager and even giddy, to just plain apathetic -- you know, the kind of expressions you'd expect from teenagers. A woman's soft voice sings in a lilty pop track that plays throughout.

The camera then lands on one girl immersed in a book, zooms in and pauses on one of the pages:

"Kono kyoushitsu ni, otoko ga ita no, kitzuita?" it reads. Which roughly translates to, "Did you notice the boys in this classroom?"

The soundtrack then immediately shifts to a male rap tune and the video appears to rewind, showing how these "girls" are actually guys, miraculously transformed by skillful makeup application.

The ad was created in-house, produced out of Watts of Tokyo and directed by Show Yanigasawa. Check out the Behind the Scenes video here.

H/T Design Taxi.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Oct 21, 2015
Creative Director:
Masato Kosukegawa
Web Director:
Tomoaki Yamura
Akira Shima
Show Yanagisawa
Production Company:
Watts of Tokyo
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age