Ad of the day: Shiseido - High School Girl?

This clever ad from Japanese cosmetic company Shiseido steals our ad of the day spot.

To demonstrate the power of its products, the brand has created a simple campaign featuring beautiful models who are 'made under' from female costume back into male.

Ending with the strapline 'Everyone can be pretty', the film shows a classroom full of girls from the perspective of a high school student before reversing to reveal the twist and show how the spot was created.


Director: Sho Yanagisawa, The Directors Guild

Photographer: Jin Ohashi

Creative director: Masato Kosukegawa, Shiseido

Hair & Make-up: Shiseido Beauty Creation Research Center Team

Chief Make-up Artist: Ai Nieda, Shiseido

Chief Hair Artist: Mikiya Fujioka, Shiseido

Production: Watts of Tokyo

Song: Wanna by Spanova feat. Izumi makura & Itto

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.