Beauty Products: "THE PROMISE WITHIN THE MIRROR" Radio ad by Yumi Fukumoto

Advertising Agency: YUMI FUKUMOTO, JAPAN, Tokyo
Executive Creative Director: Yoshinobu Nakao
Creative Director: Masato Kanai
Scriptwriter: Yumi Fukumoto
Agency Producer: Tomokazu Kato
Director: Yumi Fukumoto
Sound Engineer: Shinichi Yasuda


Script in English
MVO: 'You’re so darling. You’re so pretty.'

As she ran the brush through her little girl’s hair, the mother repeated these words, like a magic spell: 'You’re so darling. You’re so pretty.'

The little girl felt joy, and smiled into the mirror’s reflection. The mother smiled along with her. The myriad smiling faces of the two women, mother and daughter, within the three-sided mirror, reflected on and on into the distance. This made the little girl even happier. In time, sitting in front of the mirror became her major delight.

The mother, meanwhile, continued to recite the magic spell: 'You’re so darling. You’re so pretty.' At length, the mother taught the girl how to care for her own skin, how to arrange her own hair.

One day, however, the girl realised something. Other than her mother, no one else ever chanted the magic spell. It was only in her parents' eyes that she was such a lovely daughter.

Undiscouraged, the girl continued to smile into the mirror. She believed in what her mother said. So she always carefully brushed her hair. She always gently cared for her skin. She always applied her makeup with meticulous attention.

Then one day, a certain man appeared before her eyes. That man said these words...'You’re so darling. You’re so pretty’. The magic spell, you see, had come true.

Beauty – for a moment, for a lifetime.
Shiseido.
Script in Orginal Language
MVO: Kawaiiwane, nante kireinandeshou.

Shoujono kamiwo kushikezurinagara Hahaoyawa jumon no youni urikaesita: Kawaiiwane, nante kireinandeshou.

Shoujo ha uresikunatte kagamino naka ni hohoenda. Haha mo isshoni hohoenda. Sanmenkyo no naka no futari no egao ha ikutunimo ikutunimo kasanatte Shoujo ha masumasu tanosikunatta. Sosite kagamino mae ni suwarukoto ga daisukininatta.

Haha ha sonogomo jumon wo kurikaesita. Kawaiiwane, nante kireinandeshou. Sosite hada no teireya kamino yuikata wo osieta.

Demo, itunohika shoujo ha kizuiteita. Hahaigaino daremo sono jumon wo itte kuenaikotoni. Haha no me karadake jibun ga utukusii musume de aruotoni.

Sikasi kanojoha kagaminimukatte hohoemituzuketa. Haha wo sinnjite itakara. Itumo kami wo kireinitokasi,itumo hadawo yasasiku itawari, sosite teineini meiku wo sita.

Aruhi kanojono maeni hitorino otokoga arawarete kouitta. Kawaiiwane nante kireinanda. Hahano jumon ha ituka honntouninatteita.

Isshunmo isshoumo utukusiku
Shiseido.