A three-and-half minute LGBTQI love story. Shiseido has had a change of face since last year’s dancing fingers music video. The Halloween commercial, The Party Bus, comes with the stated message, Make up your own story, or follow your heart. It’s in line with the current mood within Asia’s youth – the rejection of entrenched cultural and social mores and the freedom of women from male dominance – and the trending themes in western youth advertising one love, female equality, make-up as creative expression and individuality of spirit.
And it incorporates make-up into its storytelling in an intriguing way, as colours that create tiny characters on the heroine, Kaguya’s, face.
The film was directed by Show Yanisagawa, who also directed High School Girl for Shiseido in 2016.
Here is last year’s commercial: