Summary of GU commercials: appealing casts and direction that capture the latest trends.
GU is a casual brand operated by Fast Retailing, the company behind Uniqlo.
With trendy clothing at accessible prices, it’s especially popular among younger generations.
Many of you reading this have probably shopped at GU before.
Speaking of GU commercials, they’re known for stylish spots featuring popular models and actors.
In this article, we’ll also introduce the latest commercials, so keep an eye on both the cast and the direction as you read.
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GU commercial roundup: Trend-savvy casts and direction are the appeal (11–20)
GU “Invincible Cardigan”Ayami Nakajo, Kazuhiro Koyabu
This is a commercial promoting GU’s knit cardigan, claiming that just owning one piece is enough to complete your outfit.
In the exchange between Ayami Nakajo and Kazuhiro Koyabu, they touch on what the “invincible cardigan” is, deliberately withholding its true nature to heighten anticipation.
The comedic turn where Koyabu, who isn’t told the answer, suddenly starts singing also gives the impression that the item is being presented as casual and approachable.
GU Shorts “Singapore” CampaignKyary Pamyu Pamyu
This video features Kyary Pamyu Pamyu landing beside the Merlion and, just like the Merlion, spouting water—a uniquely quirky world.
From there, she shoots beams at tourists, transforming them into people wearing shorts, which playfully promotes GU’s shorts.
Accentuating that comical worldview and creating a breezy atmosphere is Kyary Pamyu Pamyu’s song “Invader Invader.” With its digital sound, it vividly conveys a cosmic, near-futuristic vibe, while her light, cute vocals also evoke a sense of fun and lightness.
GU “Sweat-like Knit” EditionAyami Nakajo, Sota Fukushi
This commercial uses Ayami Nakajo and Sota Fukushi’s dance to convey the casual feel and ease of movement of GU’s Sweat-Like Knit.
The key point is the relaxed nature of the dance, which clearly communicates how easy it is to incorporate into everyday life.
Further highlighting the lightness of the dance is the song “Macarena” by Los del Rio.
With a cheerful sound that incorporates digital elements layered with airy vocals, the arrangement is simple in terms of the number of sounds, yet it still feels lively.
GU “Mori-sode & Nuki-eri” VersionAyami Nakajo, Yuki Uchida
This commercial features Ayami Nakajo and Yuki Uchida dressed in GU fashion, showing off a dance that conveys both the look and ease of movement.
By nailing even the comical choreography, it highlights the comfort of the cleverly designed tops, while their serious expressions also inspire confidence in the style.
The song that underscores the lightness of the dance is M.C.
Hammer’s “U Can’t Touch This.” With its powerful, driving beat, this dance track’s structure—centered on the instrumental with interjected vocal phrases—makes the rhythm stand out even more.
GU Winter Bottoms Collection: ‘Winter Style Starting from Bottoms’
This is a commercial introducing GU bottoms that are easy to incorporate into winter fashion, highlighting their stylish look and styling options.
The materials used for each pair of bottoms are also a key point, emphasizing their warmth and the fact that they’re especially enjoyable to wear in winter.
Because the models show their outfits with smiles, the content also conveys a sense of ease of movement and reassurance.
GU sportswear collection “GUActive” edition
This commercial introduces sportswear from GU, clearly conveying its stylish design, built-in functionality, and ease of movement.
It also depicts how the items suit various situations, such as doing yoga in Soft Comfort Leggings or exercising in the heat in Dry Stretch Jogger Pants.
You can see that the pieces move smoothly even with stretching motions, making it clear they’re comfortable to wear at any time.
GU commercial roundup: trend-savvy casts and direction are the appeal (21–30)
GU “Wear-it-alone, built-in bra top, BRA FEEL” versionRikako Yagi
This commercial expresses, through playful visuals, one of the key features of GU’s BRA-FEEL: how easy it is to wear.
The laid-back sound of the BGM track “Tell ‘Em No” highlights the relaxed comfort and bright, cheerful mood.