PERSOL Group First in Japan to Use AI Technology in TV Commercial Delivering its “Work, and Smile” Brand Slogan from an AI Perspective Broadcasting Nationwide Beginning Saturday, April 22, 2017
Comprehensive staffing services company Temp Holdings Co., Ltd. (Head office: Shibuya-ku, Tokyo; President and CEO: Masamichi Mizuta; hereinafter “Temp Holdings”) of the PERSOL Group announces the launch of a new television commercial that will be the first in Japan to utilize artificial intelligence (AI). Broadcasts are set to begin on Saturday, April 22, 2017.
On Saturday, March 25, 2017, Temp Holdings launched a large-scale advertising campaign for its Group brand PERSOL. The ads feature world-renowned computer engineer Steve Wozniak, along with Carmen Dell’Orefice who, at age 85, remains active as a top model. They appear as “iconic workers,” spreading the brand’s message through the slogan “Work, and Smile.”
The second installment of the campaign will feature a television commercial utilizing a new AI character, the first time AI has appeared in a commercial in Japan.
“The first time you realize you’ve done something for others is when you find the greatest joy in work.” With its themes of contributing to others and gratitude, the commercial expresses the concept behind the “Work, and Smile” brand slogan through the eyes of a human-like AI character. While advances in technology tend to mean that AI is treated as a threat to peoples’ jobs, what if it could instead sense the joy of working for other people? This story-driven commercial features PERSOL ONE, a thoughtful AI character who asks himself the meaning of work. In addition to the television commercial, advertising will include transit and outdoor print ads and the internet, in a nationwide, multi-channel approach. A longer 30-second version, as well as an English-language version, will also be available on a special PERSOL Group website.
The PERSOL Group has established the Temp Innovation Fund to promote investments in start-up companies with advanced technology for human resource management and job matching. It works with technology to support the growth of people and organizations through the launch of its Personnel Information Office, designed to achieve better personnel through data analysis, and with the deployment of AI in its DODA career change service. In April 2017, the Temp Innovation Fund also decided to invest in WhoKnows, which offers solutions for enhancing employee productivity.*1
The PERSOL Group is working to convey its “Work, and Smile” message so that it can contribute to the growth of even more workers and companies.
*1 Refer to this news release for details:
The television commercial is available for viewing on the following special site linked to the commercial:
■Overview of Advertising Campaign
Broadcast (listing) period: Saturday, April 22 to Friday, April 28, 2017
Broadcast (listing) region: Broadcast of television commercial in Kanto, Kansai, Chukyo, Fukuoka, Hokkaido and Sendai, along with print advertising in train stations and other outdoor locations.
Special website linked to the commercial will be available at:
Title (Television commercial): “Work, and Smile” AI version; Japanese language; 15 seconds
(Exclusive web video): “Work, and Smile” AI version; Japanese language; 30 seconds
Featuring: AI Character “PERSOL ONE”
■Exclusive web story: “Work, and Smile” AI version; 30 seconds
(1)I continue to learn.
(2)As I watch
the humans around me.
(4)I wish I could find
meaning in work.
(6)There’s no meaning
to victory in a game.
(7)I find it exciting to be able
to work with all of you.
(8)If I could work, and smile,
(9)no doubt all of you would
smile more, too.
Let’s do it.
Work, and Smile
(NA & Logo)
■The life story of AI character PERSOL ONE
PERSOL ONE was brought to life as a game-playing robot.
He started out playing chess and shogi, but as a result of repeated deep learning,
he gained intelligence that goes far beyond human intellect. A ubiquitous presence
who works harder than any human, he evolved to the point of being indispensable.
In doing so, he brought great changes. He showed that the co-existence of machine
and human intelligence could generate better change. He will continue learning
ECD Katsuharu Kiba (HAKUHODO CONSULTING INC.)
CD Yasuhiko Sakura (Nakahata.Inc)
AD Katsuhiko Suzuki (Hakuhodo.Inc)
Deputy General Manager Masakazu Hashimoto (Hakuhodo.Inc)
Account Director Kensuke Nukaya (Hakuhodo.Inc)
Account Supervisor Yuka Asanuma(Hakuhodo.Inc)
AE Ai Tsubono(Hakuhodo.Inc)
Project Manager So Ikeda (HAKUHODO CONSULTING INC.)
Executive Producer Masakatsu Kasai (TOHOKUSHINSHA FILM CORPORATION)
Producer Jun Inoue (TOHOKUSHINSHA FILM CORPORATION)
Production Manager Yusuke Natsuka (TOHOKUSHINSHA FILM CORPORATION)
Director Daisuke Hirata (TOHOKUSHINSHA FILM CORPORATION)
Music Thomas Suess (Audioforce)
CG Producer Michal Dwojak (Juice)
Online Editor Yuta Miura (OMNIBUS JAPAN INC.)
Mixer Miwake Adachi (OMNIBUS JAPAN INC.)
■ About PERSOL
PERSOL is a new brand created in July 2016. “PERSOL” is a word coined to express our aim to solve (SOLUTION) social problems through the growth of people (PERSON). “PERSOL” expresses our aspiration to support the growth of working people and create a bright future.
The PERSOL Group is a corporate group consisting of over 90 domestic and overseas companies carrying out a wide variety of operations, including Tempstaff Co., Ltd., which engages in temporary staffing services, and Intelligence Ltd., which engages in permanent placement and recruitment media, and extending to IT outsourcing, design and development. We work to develop solutions to labor and employment issues in order to achieve our Group Vision of “Creating a social infrastructure for people and organizations that catalyzes growth and innovation.”