On March 16, a Japanese spa brand re-released an advertisement featuring actress Haruka Ayase through its official channel. Although the ad originally aired last year, its return has sparked renewed backlash, as the same concerns surrounding its concept have resurfaced.
The controversy centers around the opening scene of the commercial. In the clip, Haruka Ayase stands by a hotel window bathed in morning sunlight, her back turned to the camera. With her hair tied up, the scene highlights her upper body from behind, creating a visually striking but bold and provocative composition.
While the intent may have been to deliver a strong visual impact, many viewers questioned the necessity of such exposure in a commercial setting. Online reactions included:
- “Why did they have to go that far?”
- “It doesn’t feel natural.”
- “The level of exposure is too much for an ad, it’s uncomfortable.”
Not all responses were negative. Some defended the ad as a creative choice aligned with its concept, arguing that it should be viewed as artistic expression rather than controversy. However, the divide in public opinion has only amplified discussions around the boundaries between aesthetics and discomfort in advertising.
The issue has also been picked up by local Japanese media, further expanding the conversation. With the ad now circulating again, the debate shows no signs of slowing down.
Haruka Ayase, who debuted in 2001, remains one of Japan’s most beloved actresses. She is known for her roles in popular dramas such as Crying Out Love in the Center of the World, Byakuyako, Hotaru no Hikari, and Mr. Brain.
Sources: 네이트 뉴스