Staff Reporters
Oct 26, 2010

Nippon Paint’s sumo wrestler dances to a new beat in its latest TVC

Nippon Paint Singapore has launched a new commercial for its odourless paint, and elevates its well-loved icon, the Sumo wrestler, to hero status.

Nippon Paint’s sumo wrestler dances to a new beat in its latest TVC

Nippon Paint Singapore has launched a new television commercial on local and cable channels in Singapore.

The TVC will air from 22 October to 22 December this year.

Saatchi & Saatchi was given a brief to create a memorable idea using Nippon Odourless Paint, to show that painting is fun. For authenticity, the team flew in a real ex-Sumo wrestler from Japan, and roped in award-winning Singaporean director Royston Tan to direct the spot.

The TVC shows a homeowner struggling with the paint fumes as she paints her home, and her pet dog in a gas mask. Nippon Paint’s well-loved icon, the sumo wrestler, comes to the rescue with a can of Nippon odourless paint. Shedding his grim black sumo garb for a fuschia one, he dances to the beat of party music as he paints the walls.

“We decided to launch this television ad campaign to visually convey to consumers the benefits of using Odourless Premium all-in-1,” said Karen Ng, regional marketing manager at NIPSEA.

“The new commercial features our well-loved sumo mascot as we have never seen him before, and conveys the USP of our new premium paint in an energetic, humorous and entertaining way,” she said.

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