ITOCHU Announces the Launch of the “Live. Love. Work.” Campaign to Depict the World It Envisions as a General Trading Company that Accompanies People's Everyday Lives

With four newspaper ads in today's morning editions and a new commercial on a special website

July 22, 2022

ITOCHU Corporation (headquartered in Minato-ku, Tokyo; Keita Ishii, President & COO; hereinafter "ITOCHU") announced today that the launch of a new campaign "Live. Love. Work." themed on the significance of akinai (trade), which the company is committed to.

This campaign is designed to convey the company's vision of the world and the way of life that it values as a sogo shosha (general trading company), that is close to people's everyday lives, and to express its desire and will to support them with love and the power of trade. As a follow-up to the two-page spread that ran on the day of the shareholders' meeting on June 24, four different newspaper ads appeared today, Friday, July 22. A new commercial, "The Story of Food, Clothing, and Housing_Summer 2022," is also available on its special website. The commercial will also begin airing on terrestrial broadcasts tomorrow, Saturday, July 23.

<Excerpt from the campaign statement>
A cup of good coffee in the morning. A package delivered on time.
A flight that takes off at the scheduled time. A convenience store near the house my grandmother lives in alone.
A new road being built on the other side of the world. A happy face right in front of us. The joy of working for someone else.

May the ordinary always be ordinary.
Dear LIFE, ITOCHU Corporation

<Special Campaign Website>

New TV commercial "The Story of Food, Clothing, and Housing_Summer 2022" now available for viewing

A life where someone is thinking of someone else, working, and living with care. It is a simple life, but one that is filled with small happy moments every moment of the day. ITOCHU wants to cherish and protect those precious moments. This commercial aims to share ITOCHU's vision and to have each viewer identify with some aspect of the life that is depicted.

The series of commercials consists of three commercials, Clothing, Food and Housing, each of which tells a story of a summer in the lives of people living in a certain town. There, we see the everyday life that we take for granted but want to cherish.

<Watch the commercials>
"The Story of Food, Clothing, and Housing_Summer 2022" (90 seconds)
"The Story of Food, Clothing, and Housing_Summer 2022: Clothing" (30 seconds)
"The Story of Food, Clothing, and Housing_Summer 2022: Food" (30 seconds)
"The Story of Food, Clothing, and Housing_Summer 2022: Housing" (30 seconds)

<Cast of the commercials>

Father: Kiyohiko Shibukawa
Born on July 2, 1974 in Shibukawa City, Gunma Prefecture, Japan. After modeling under the name Kee, Shibukawa made his film debut in Pornostar in 1998. In 2019, he won the 32nd Nikkan Sports Film Awards Yujiro Ishihara Award for Supporting Actor for his roles in Closed Ward—Each Morning (2019), Another World (2019) and We Are Little Zombies (2019). His recent major works include Wheel of Fortune and Fantasy (2021), Kingdom 2: To the Faraway Land (2022), the TV drama Shinhannin Flag (True Criminal Flag) (2021–2022) and The Taxi Chinese Restaurant (2022), in which he played the lead role. His films awaiting release include Offbeat Cops (August 26, 2022) and Rageaholic (August 26, 2022).

Mother: Yuko Nakamura
Born on January 7, 1975 in Fukui Prefecture, Japan. Nakamura won the Best Actress Award at the Buenos Aires Film Festival for her role in director Naomi Kawase's Firefly in 2001 and the Best Supporting Actress Award at the Yokohama Film Festival for her role in the film Strawberry Shortcakes in 2006. Her main film credits include Blood and Bones (2004), The Bullet Man (2010), Women on the Edge (2012), and Fires on the Plain (2015). Her recent works include the British drama series Giri/Haji, which was released on BBC Two and Netflix, and the Korean film Moonlit Winter (2022), which was an official selection of the 24th Pusan International Film Festival.

Four newspaper ads take moments and scenes out of a day

Today, ITOCHU ran four different newspaper ads in the Asahi Shimbun, Yomiuri Shimbun, Mainichi Shimbun, and Sankei Shimbun. The newspaper ads all convey the same theme as the commercials, while expressing the idea of "taking moments and scenes out of a day."

The ads capture ordinary and trivial, yet cherished scenes in someone's day. ITOCHU hopes that the ads will inspire viewers to think about those precious moments in their own and their loved ones' day.

<Excerpt from the copy (Yomiuri Shimbun)>
06:15 Wake up before the alarm goes off.
06:30 Alarm goes off.
06:40 Walk the dog.
07:00 Wake up my daughter. Breakfast.
08:30 Dry the laundry.
09:00 Head out for a part-time job at a bento shop.
13:30 Lunch.
16:00 Buy a whole watermelon at a grocery store.
16:20 Pick up a yukata from a dry cleaner.
18:00 Walk the dog. My route changes with the seasons for some reason.
18:40 Start preparing dinner.
19:00 My daughter comes back home.
19:20 Dinner with the family.
21:00 Wind chimes ring in the night breeze. How nice.
22:30 Soak in the bathtub for a long time, especially on days when I had part-time work.
23:00 Doze off on the sofa while watching TV.
23:20 Go to bed.

May the ordinary always be ordinary.

Live. Love. Work.
Dear LIFE, ITOCHU Corporation