The Japanese summer is hot and humid, which can be extremely unpleasant for those unfortunate souls who have to travel the Tokyo public transport system during the peak rush hour. Sweaty bodies and packed train carriages add up to a potent odor.
To advertise an antiperspirant cream called Refrea, Rohto decided to prove its durability by coating the armpits of a synchronized swimmer with a blue cream.
The synchronized swimmer is Raika Fujii, who competed in the 1996 and 2000 Olympics, and she displays blue armpits throughout her routine. While this is obviously just a dye to show how long Refrea can last (the actual deodorant cream is white), we wonder if this advertising concept might not put people off rather than attract them to buy the product.
It also begs the question: Will we get to see blue-armpit synchronized swimming at the Tokyo Olympics in three years’ time?
We still think the most bizarre yet memorable way to advertise a summer ailment is this commercial for a way to cure itchy groins.
As we get closer to the 2020 Olympics, we can expect to see many more advertising campaigns like this that take advantage of Japanese athletes and sports.
This isn’t the first time we’ve seen a novel use of synchronized swimming, though. An Oita Prefecture tourism video from 2015 promoted the region and its famous hot springs by having synchronized swimmers perform a routine in the waters.