I kyan never forget that the vast majority of my hits are for Kyary-related posts. Hence, the new Ora2 toothpaste CM must be covered, or I totally lose my standing within the Kyary kyomyunity.
This CM kyampaign is going to be broadcast across East Asia, with Kyary serving as “Ora2 HAMiGAKi Ambassador” (“hamigaki” = toothbrush or toothpaste). Hmmm. As you may or may not know, Kyary has a semi-official role as “Kawaii Harajuku Ambassador” (granted by the mayor of Shibuya ward in Tokyo last year). So, the “Ambassador” title here is clearly being taken out of context and used to promote blatant commercial interests (literally “commercial interests”! Ha ha!). Should we take this as an ironic wink, or a gross kyonflict of interest? But perhaps it’s better not to look too deeply into such things.
Language notes: The CM uses Kyary’s song “Sungoi Aura” (set to accompany her new single that will be released early next month), playing on the name of the toothbrush: “Ora2” (Aura: Ora). The new self-designation “Kyary Hamyu Gakyu”–which appears prominently in transluscent psychedelic toothpasty pastels–is a play on “hamigaki” (again: toothpaste or toothbrush). Is this kyaracteristically inspired Kyaryan wordplay? Or really lame shark jumping with the Kyaryan puns? I kyan’t decide, but for perspective imagine Katy Perry appearing in a toothpaste campaign with the name “Kateeth Pastey.” Would that be clever, or cringe-worthy?
But, wait, this is not all! There is also the making of Kyary’s toothpaste CM!!!!!!
I’m going to have to come down on the side of thumbs up for this project. This is a fairly well-conceived and well-executed Kyaryan fantasy. However, I think Kyary herself could actually have been spruced up a bit more to blend in more with the shiny, antiseptic pastels of toothpaste world. Her teeth aren’t sparkly enough and the colors of her get-up seem maybe half a shade too muted, don’t they? One should really pull out more stops where Kyary is concerned.