With the last of the cherry blossoms having long since fluttered down to the earth, bringing to a close the glorious hanami season and thus signifying the end of the symbolic representation of the transient beauty and ephemeral nature of life or some such nonsense, it appears that summer is well on its way to Japan.

At least that’s the impression I’m getting from the commercials on TV these days. That’s right, the summer advertisement season has begun. Generally speaking, Japanese summer-themed commercials usually tend to feature one or more of the following components: 1) the shrill drone of cicadas, 2) people frolicking on eye-pleasing, non-concrete-lined beaches, and 3) women in revealing two-piece bathing suits.

Please allow me to focus on the third item today (as if there was any doubt that I wouldn’t). Although TV ads featuring women in provocative outfits or poses tend to draw a lot of controversy in the States (”OMG, she’s, like, eating a hamburger in a bathing suit!!1“), in Japan, no one seems to bat an eye at such blatant displays of sexual imagery utilized in attempt to sell goods. In light of the imminent arrival of summer (once that pesky rainy season passes, that is), I thought I would share some babes-in-bikinis-based commercials currently airing on TV to those people not fortunate enough to have access to Japanese broadcast television and all it has to offer. Behold!

Anessa Sunscreen
Japanese cosmestic giant Shiseido’s recent commercial for Anessa sunscreen has been getting quite a bit of attention among geeks on the internet, both Japanese and foreign. The ad features popular CanCam model Ebihara Yuri (aka “Ebi-chan”) taking a shower, diving into a pool of water and basically just enjoying being wet while wearing a bikini, culminating in her removal of the top piece of said garment. I believe the intended message to women consumers is “be sure to put sunscreen on your baps” or something like that.

To see Ebihara Yuri in the Anessa ad, click here [WMV, 6.4MB] or here [YouTube].

Kirin Lemon Soft Drink
What better way to advertise Kirin’s lemon-flavored carbonated beverage than by showing Urban Agency model Brenda in a bikini splashing about under a stream of water. The quick cuts and gratuitous close-ups really help impress upon the consumer the refreshing flavor of the drink and the fact that it has 27% less sugar. I honestly can’t even begin to describe how thirsty it has made me.

To see Brenda in the Kirin Lemon ad, click here [WMV, 1.2MB] or here [YouTube].

Allie Sunscreen
Cosmetic maker Kanebo’s new commercial for their Allie sunscreen features current advertising It Girl, CanCam model Yamada Yu, enjoying an afternoon on a yacht and partaking in various activities, including going for a swim, toweling off and then applying the advertised product to her glistening body. Similar to the Anessa ad, it closes with Yamada sans her bikini top, indicating to me that this iconic image must surely help sell sunscreen to women. . . right?

To see Yamada Yu in the Allie ad, click here [WMV, 3.4MB] or here [YouTube].

Canada Dry Ginger Ale
Although not summer-themed, Yamada Yu is also currently starring in a TV spot for Canada Dry Ginger Ale, which I believe is at least worth an honorable mention. The ad features Yadama in a glittery gold gown (yikes!) from which the sequins begin to rapidly flutter away before her entire body suddenly explodes in a burst of bubbles. This one also made me thirsty.

To see Yamada Yu in the Allie ad, click here [WMV, 2.8MB] or here [YouTube].

So there you have it: further proof that the commercials are perhaps the most entertaining aspect of Japanese TV (at least to us ignoble lechers, anyhow). Now if you’ll excuse me, I’m off to go buy a carbonated beverage to quench my thirst and some sunscreen for the missus.

- - - - - - -

UPDATE: More swimsuits for sales