Mobile phone and smartphone commercials. A roundup of commercials for new models and carriers.
Smartphones have now become indispensable in our lives, and we’ve started seeing commercials related to them more and more often.
In addition to manufacturers and carriers producing ads for new models, not only the major carriers but also MVNOs are creating commercials to promote great-value plans and campaigns.
In this article, we’ll showcase a wide range of commercials related to smartphones all at once!
Some of them feature clever and entertaining concepts, while others draw attention for their cast or background music, so keep an eye out for those aspects as you watch.
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Mobile phone and smartphone commercials. A roundup of commercials for new models and carriers (211–220)
au PAY Card “10 Million Members Milestone” VersionMinami Tanaka
This is a commercial for the au PAY Card featuring Minami Tanaka answering the question of whether appearance or specs matter more for a credit card.
After thinking briefly, she declares emphatically, “Definitely the specs!”—and the force of her tone is quite startling.
Then, a narration introduces the appeal of the au PAY Card.
The structure keeps you watching to the end, just as the creators intended.
docomo Xperia “Snowboard” versionTakahiro Ishihara
This commercial conveys a fresh, new sensation that comes from using Xperia, set against the mysterious concept of snowboarding in the dark.
The sight of the board gliding through darkness and pure white snow spraying up clearly evokes a cool, stylish atmosphere.
To accentuate this unique world, the BGM is sparse, which also creates a sense of weightlessness.
The structure—where you can hear the board sliding amid tense, gripping sound design—powerfully communicates the idea of an unknown experience.
mineo “Everyone’s Smartphone” versionWakana Aoi
This commercial highlights mineo’s biggest appeal: everyone can keep using their smartphones just the way they’re used to, but for less.
In the story, Wakana Aoi casts magic on people’s phones, and the expressions of those under the spell convey the shockingly low price.
Since those surprised expressions include smiles, the sense of joy is clearly depicted as well.
Commercials for mobile phones and smartphones. A roundup of commercials for new models and carriers (221–230).
mineo “Figure” Version / “Queue” VersionWakana Aoi
This is a commercial that aired when mineo began supporting not only au and Docomo networks but also SoftBank.
It promotes the start of SoftBank compatibility and its great value by using figurines and rallying a line of people.
Precisely because Wakana Aoi’s announcement is serious, the parts where it’s expressed with figurines or where uniquely quirky people are standing in line create a sense of contrast, don’t they?
docomo Xperia “Dual Dance” EditionCanDoo、Hiro
This commercial expresses the movement of emotions through Xperia, starting from a powerful street dance performance.
The duo delivering the tightly synchronized dance is CanDoo and HiRo, and the way people around them start moving too conveys a sense of spreading fun.
The dance is set to an original song that clearly communicates strength.
Built on digital beats and light, agile rap, its breezy sense of speed perfectly matches the choreography.
Sony Xperia “LED Dance”WRECKING CREW ORCHESTRA FAMILY
From an LED dance performance where dancers wear illuminated costumes and even control the lighting live, this commercial conveys the technology packed into the Xperia.
On a dark stage, the dancers glow eerily, appearing and disappearing irregularly, evoking a sense of encounters with the unknown and limitless possibilities.
Further amplifying this distinctive world is the original song that matches the choreography perfectly.
Its digital sound conveys tension, and the emphasized rhythms give a sense of powerful forward momentum.
docomo Xperia ‘sp-mode’ Version
This commercial introduces the Xperia while also promoting that you can use a Docomo email address.
With a digital worldview that feels like diving into a sea of text, the overlap with Xperia evokes images of technological progress and unknown experiences.
The song that further emphasizes this distinctive atmosphere is “L.P.D.” by BRADBERRY ORCHESTRA.
A steady rhythm is laid down, and digital vocals layer over it to create a striking digital aesthetic.