On March 16, a Japanese spa brand reposted an advertisement featuring actress Haruka Ayase through its official channel. Although the commercial originally aired last year, its return has sparked new backlash, as the same concerns surrounding its concept have resurfaced.
The controversy centers on the opening scene of the commercial. In the clip, Haruka Ayase stands next to a hotel window bathed in morning sunlight, with her back turned to the camera. With her hair tied back, the scene highlights her upper body from behind, creating a visually striking yet bold and provocative composition.
While the intent may have been to provide a strong visual impact, many viewers questioned the need for such display in a commercial context. Online reactions included:
- “Why did they have to go this far?”
- “It doesn’t seem natural.”
- “The level of exposure is too much for an advert, it’s uncomfortable.”
Not all responses were negative. Some have defended the advertisement as a creative choice in line with its concept, arguing that it should be seen as an artistic expression rather than a controversy. However, the divide in public opinion has only amplified discussions about the boundaries between aesthetics and discomfort in advertising.
The issue was also picked up by local Japanese media, further broadening the conversation. Now that the advert is back in circulation, the debate shows no sign 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 Shouting love at the center of the world, Byakuyako, Hotaru no HikariAND Mr. Brain.
Sources: Nate News
