Image Credit: Yahoo! Japan
Lion has decided to halt the airing of its new commercial for the “Systema Hag Plus Premium” series, citing public concerns about a sound effect resembling an emergency warning. The advertisement, which began airing on September 1, faced criticism from viewers who reported that the initial sound, resembling an emergency alert, was unsettling and reminiscent of a J-Alert warning.
The commercial includes Maya Miki urging viewers to consider age-appropriate oral care, asking, “Hey! Haven’t you forgotten? Oral care suited to your age.” As she speaks, a question mark balloon appears above her head, accompanied by the controversial sound effect that mimics the sound of a balloon expanding. Internet users quickly pointed out its striking similarity to emergency warning sounds, prompting Lion to take action.
In response to the feedback, Lion has removed the advertisement from its official YouTube channel and brand website. A company representative stated that the ad would be corrected and re-released without the problematic sound. “We plan to resume the commercial after addressing the identified issues. We appreciate your understanding,” Lion commented.
The advertisement was intended to highlight the updated package design of the “Systema Haguki Plus Premium” series, which targets eight different oral health concerns, particularly periodontal disease, which becomes more prevalent with age. The company had appointed Maya Miki to advocate for oral care habits that align with the evolving needs of aging individuals.
Lion’s swift response to public concern underscores the impact of viewer feedback on advertising content, particularly when elements are perceived as unsettling. The company’s commitment to adjusting the commercial suggests a careful approach to maintaining public trust while promoting their brand message.