On January 23rd, Lawson released a new TV commercial, "Let's be happy again this year with the Over-the-top Challenge!", starring actors Kenichi Matsuyama, Rina Kawaei, Tomio Umezawa, and talent Wang Lin. The commercial coincides with the popular "Over-the-top Challenge" campaign, and will air nationwide from January 26th. The four actors have appeared in Lawson commercials before, but this is the first time they have filmed a commercial together in about two and a half years.
Prior to the broadcast of the TV commercial, a behind-the-scenes video including interviews with the cast members was released on Lawson's official YouTube channel on January 23rd.
The "Oversized Challenge" is a campaign to release food products with approximately 50% more ingredients and weight at the same price, and will be held for the third time in fiscal 2025. The campaign will run for four weeks from January 27th at Lawson stores nationwide (excluding some stores), and 35 items, including rice balls, bread, bento boxes, and desserts, will have their portions increased.
In the commercial, Matsuyama, who plays the store manager, and Obayashi, who plays a crew member, announce the start of the "Over-the-top Challenge." Kawaei and Umezawa, who are in the middle of a crowd, notice something and look up to the sky, and a giant "over-the-top product" falls from the sky... and so the story unfolds.
An interview video of the four members was also released on YouTube, in which they talked about "the new challenges they would like to take on this year."
