SixTONES member Hokuto Matsumura has been appointed the new ambassador for NatureLab’s premium home-care brand LAVONS. He stars in the brand’s new commercial, “LAVONS Days Begin,” which began airing on October 1.
Under its new promotional concept, “LAVONS Days,” the brand aims to showcase a new side of LAVONS, with its fragrances accompanying the “lovable moments” found in everyday life—from spending time with friends and getting lost in favorite music to unwinding after returning home.
The commercial opens with Hokuto asleep, wrapped in a blanket as the quiet sound of a washing machine fills the room. Clothes he has taken off are left nearby, while a bottle of LAVONS fabric softener sits quietly atop the washing machine, waiting to be used. That night, he spends time with friends from his university days, engrossed in conversation and music at a restaurant and live house until the night grows late.
On his way home through the city in the early morning, Hokuto briefly takes in the lingering fragrance emanating from his clothes. Soon after, the washing machine’s end-of-cycle chime wakes him once again from his bed, and a smile spreads across his sleep-deprived face, reflecting the memories of the lively night before. In line with the campaign message, “When you move, the world smells,” the commercial portrays his everyday moments unfolding alongside a soft fragrance that rises with every movement.
The commercial was filmed under clear, pleasant skies. The first scene shot featured Hokuto getting out of bed, looking slightly tired after a sleepless night. He perfectly captured the natural, slightly languid mood of someone just waking up, earning praise from the director after the very first take: “Exactly what I had in mind!” The shoot got off to a smooth start.
INTERVIEW WITH HOKUTO
— Is there a recent everyday moment when you thought, “This is such a nice way to spend time”?
Hokuto Matsumura: “On my days off, I sometimes go out for a walk deliberately, but there are also days when I finish work before sunset and think, ‘Maybe I’ll stop somewhere for dinner before heading home.’ When I unexpectedly get to walk around while the sun is setting, that walk somehow feels special.
It’s something quite ordinary, but I’ve done my work properly, I’ve had time to take care of myself, and I have my everyday life as well. I think having that kind of time is actually pretty nice.”
— Have you ever taken a step forward and felt that the scenery around you changed as a result?
Hokuto Matsumura: “I feel like I’ve had quite a lot of experiences like that. Even when I look at the different fields within the entertainment industry, there are opportunities to take on all kinds of challenges. There have been things that I thought were really frightening, but once I actually tried them, I found that I could see the entrance a little more clearly.”
So whether I decide to take on a challenge or give up on something, I’ve come to think that it’s okay to take that first step anyway, see how the scenery changes, and then make a decision.
— When you have a busy schedule, is there anything you do after returning home to get yourself back into your everyday routine?
Hokuto Matsumura: “I’m quite into clothes, and I also own a lot of shoes. Do you know that smell you get in the leather shoe section of a shoe store? I’ve loved that scent ever since I was a child.
At home, I keep my leather shoes together, so there’s a spot by the entrance where I can really notice that smell. I’m sure it’s a scent that people either like or dislike, but the entrance is also a place where I can have a moment when I’m completely by myself. So perhaps that fragrance has become a switch that helps me return to my everyday life.”
— The Shiny Moon fragrance featured in this commercial seems like a scent that would accompany the lingering feeling of the night as well as those moments when you unwind after returning home. When would you like to experience this fragrance during your day?
Hokuto Matsumura: (After smelling the fragrance) “Mmm! If I used this kind of scent for bath towels, I think it would make me feel relaxed, while also giving them a luxurious feel. It would make me feel even more like I was taking care of myself at the end of the day.”