Eddie Jones Appears in His First Japanese Advertisement for ISETAN MITSUKOSHI HOLDINGS

ISETAN MITSUKOSHI HOLDINGS

Former Head Coach of Japan National Rugby Team

Eddie Jones Appears in First-Ever Japanese Advertisement

The Isetan Mitsukoshi Group has launched a New Year's advertising campaign featuring Eddie Jones, who captivated Japan as the head coach of the national rugby team. He appears on large banners at Isetan Shinjuku Store, Ginza Mitsukoshi, and other locations, delivering a message befitting the new year.

Text by KUROMIYA Yuzu

A Message to Japan: "Expect More of Yourself"

Japanese rugby captured the nation's attention with its historic achievement in the 2015 Rugby World Cup. Supporting the team from the ground up was Eddie Jones, who now serves as head coach for the England national team.

The Isetan Mitsukoshi Group resonated with his strong belief that "Japanese people can shine even brighter by not being satisfied with the status quo and expecting more of themselves." This led to the decision for Mr. Jones's first-ever advertisement appearance in Japan.

The advertisement, created under the corporate message "this is japan.," features the New Year's slogan "Expect More of Yourself."

The intention is to convey that Japanese people, possessing both "diligence" and "creativity," can achieve even greater success on the world stage. Therefore, by not settling for the present and by expecting more of themselves, they can project a uniquely Japanese "this is japan." to the world.

The visual features Mr. Jones in a stylish navy suit, his direct gaze conveying a sense of speaking to the viewer. While his posture is dignified, his eyes looking into the camera are soft, revealing a different side from his typically stern image during matches and training. The shoot took place in a studio in Tokyo last November, and it is said to have been a relaxed atmosphere, with Mr. Jones even communicating in simple Japanese regarding poses.

In an interview during the shoot, when asked what he wanted to convey as Japan's head coach, he inspired the nation by saying, "Have the courage to believe. Keep training to achieve your goals." His comments are also available on the special website.