A roundup of Merit commercials: the charm lies in their portrayals of family love!
Many people are likely familiar with Kao’s shampoo “Merit,” since it’s always stocked at drugstores.
The company actively produces commercials as well, so you may have seen them.
In this article, we’ll introduce a wide range of Merit commercials, both old and new, all at once.
Many Merit ads are heartwarming and depict family love.
Be sure to pay attention to the stories in the commercials as you watch.
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Merit commercials roundup: captivating portrayals of family love! (11–20)
Kao Merit 2008Takashi Fujii, Otoha
This is a commercial depicting Takashi Fujii and Otoha watching over their child, while also conveying that Merit is perfect for sweaty summer days.
A child enjoying summer to the fullest and working up a sweat, and the parents washing that sweat away with Merit to keep them comfortable—together, these scenes convey a gentle sense of happiness.
Further highlighting the tender atmosphere of the visuals is Hitomi Yaida’s “Dokidoki no Tsubomi.” The calm, piano-forward sound combined with her smile-evoking vocals really makes the happiness come through.
Kao Merit 1988Yuriko Ishida
This commercial promotes the benefits of achieving fresh, beautiful hair through the presence of Yuriko Ishida.
The way the product thoroughly removes dirt and transforms hair to a radiant shine comes across clearly in the shopping scene, where her hair gleams.
The refreshing atmosphere of her smiling and letting her hair flow is accentuated by the song from Circus.
The overall emphasis on smiling is also an important point, giving the impression that positive emotions are being expressed.
Kao Merit 1984Yuko Tanaka
In a television commercial from 1984, actress Yuko Tanaka appears.
The background music features the famous tango piece “La Cumparsita,” and Yuko Tanaka is shown dancing in time with it.
Kao Merit “Encounter” VersionLight snow
This is a 2016 commercial for Merit featuring Koyuki, a quintessential beautiful mom.
It uses an original song with lyrics that clearly say “Mama is beautiful.” While Merit is synonymous with family shampoos, the commercial also highlights how good it feels to use.
Kao Merit “Happiness” Version
This is a Meritto commercial featuring illustrations drawn with a soft touch that leave a strong impression.
The footage depicts the wonderful days of a parent and child, and just watching it warms your heart.
The tagline, “Family, Love, and Meritto,” is lovely as well, highlighting that it’s a perfect shampoo for households raising children.
Kao Merit Osolo “Usable by Parents and Children” VersionJun Hasegawa
This commercial emphasizes that adults’ and children’s hair are different, and that even with those differences, Merit’s Osolo will protect hair properly.
It shows a parent and child each washing their hair, followed by a calm moment they share together.
The glossy look of both of their hair conveys the product’s quality.
Their gentle smiles also give the impression that the ad is highlighting how pleasant it feels to use and the sense of reassurance it provides.
Collection of Merit commercials: compelling portrayals of family love! (21–30)
Kao Merit 1986Yuko Tanaka
This is a TV commercial from 1986 featuring Yuko Tanaka.
Judging by the heavy use of synthesizer-based sound design, the then-trendy “female college student” boom, and the pairing of a portable cassette player with earphones—combining all the cutting-edge elements of the time—it seems the product wasn’t yet positioned as a family-oriented shampoo back then.