Kanna Hashimoto’s “Timee” commercial was unexpectedly replaced with Masahiro Nakai’s version, sparking social media reactions amid harassment allegations.
In November, the commercial for Kanna Hashimoto (25), known for her memorable smile and catchphrase “Time me chance!”, was suddenly replaced, and on social media, there was a comment: “Every morning, while getting ready for work, announcer Shinichiro Yasuzumi (51) glances at the MC’s news program, but the commercial for my favorite show, Hashimoto Kanna, was suddenly replaced by Masahiro Nakai (52), and I had to take a double take.” There were many voices expressing their sadness, saying, “I could leave the house with her smile on my face thinking, ‘Let’s do our best today too…” This is a commercial for Timee, a human resources service company that was listed on the Tokyo Stock Exchange Growth Market in July of this year. Hashimoto has been the “face” of the company since November 2018, and this year marks his sixth year in the role. It can be said that Hashimoto’s contribution to the rapid growth of so-called “skim jobs (spot work)” was extremely high. It is no wonder that there were confused reactions, as the familiar “Timee” commercial featuring Hashimoto suddenly changed to one featuring Nakai, who has a different fan base and age. “This is just a general rule, but the reasons for changing a commercial image or character include when it doesn’t have a sufficient effect on sales, or when the talent cast in the commercial gets involved in a scandal that is deemed to have a negative impact on sales,” said an advertising industry insider. ■Is a commercial character that has been the subject of reports of power harassment suitable for a spot work company? Timee is a rapidly growing company that specializes in spot work. What inevitably comes to mind is the “power harassment allegations” against Hashimoto, reported by Shukan Bunshun on October 31st. It is only natural that clients would be sensitive to an article about eight of Hashimoto’s on-site managers quitting in a short space of time, and for Timee, which provides spot-work paid employment placement services, “allegations of power harassment” against a corporate image character would be particularly unwelcome. It would not be surprising if they hesitated to use him due to concerns about the damage he might cause. Looking at the trends of other companies, the popular gourmet variety show “Bestcon Gourmet” (TBS), which was broadcast on November 10th and 17th and is sponsored solely by “Asahi Super Dry (Asahi Beer)”, did not air the Kanna Hashimoto version of “Dry Crystal” that had been on the air until then, and instead replaced it with the version starring Ryo Yoshizawa (30). Will Timee actually terminate its commercial contract with Hashimoto? When we asked the company about the impact of the “power harassment allegations” report in “Weekly Bunshun,” a public relations representative responded on the 22nd, saying, “We will refrain from answering as this is a matter related to individual contracts with business partners.” I had assumed that the Timee commercial would continue with the Nakai Masahiro version until the heat died down over the allegations of power harassment against Kanna Hashimoto, but it appears that this is not the case. In fact, before we knew it, the Hashimoto version of the commercial had been revived. We will need to wait and see for a while to see if Timee’s decision was correct. (Imozawa Sadao/Entertainment journalist).
>>1 I’d heard that he’d had a bad attitude for a long time When the news about his power harassment came out, I thought “I knew it” I really feel sorry for the manager.
>>17 Matsumoto has denied it Hashimoto has not denied it It’s clear that Matsumoto haters are just idiots who believe everything the media tells them and are preventing his comeback.
It’s not good that he’s ignoring it himself. That’s what it means when he can’t even say “I didn’t do it.” And the excuse that it was the president of his agency is even worse.
For commercials, we can just use fictional characters made with AI. We can make incredibly beautiful people exclusively for companies, and they don’t have private lives or personalities, so there’s no risk.
I get the impression that he’s been hanging out at night with adults and committing constant bullying since he was a teenager, so it doesn’t really have much impact now.
In the first place, I feel like corporate image and advertising is not effective unless you stand out like Otani, unless you have a beautiful person in a field that matches the fashion industry.
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