‘Electricity’, the latest track from Utada Hikaru, has been chosen as the theme song for ITOCHU Corporation’s newest commercial campaign. The television spot, featuring Utada themselves, began airing in Japan today, April 1st.
Included in their upcoming greatest hits album, ‘SCIENCE FICTION’, scheduled for release on April 10th, ‘Electricity’ is a fresh addition to Utada’s illustrious 25-year discography.
Filmed during the winter months in London, the commercial for one of Japan’s major Sogo-Shosha (General Trading Company) depicts a narrative centred around a “magic telescope”, offering glimpses of humanity’s interconnectedness through the phrase “おかげさまで/okagesamade”, which translates to “thanks to you”. It’s a formal and humble expression of gratitude. Utada’s poignant narration contemplates the potential of gratitude to shape the world: “I wish ‘Thank you’ could become the force that makes the earth turn.”
Reflecting on the commercial’s message, Utada shares:
“No one can live alone, so I am grateful every day to the people around me, both close and distant, and to the present moment. I think it’s especially easy to feel that way when you’re in trouble, so I believe it’s important to find yourself in situations where you’re in trouble. I think becoming a self-reliant person means being able to rely on the people around you.”
In ‘Electricity,’ Utada Hikaru explores themes of invisible energy and cosmic connection, crafting a world reminiscent of science fiction.
“I expressed the invisible energy and waves that I feel from within myself, from others, from the universe, and the mysterious and powerful connections in the lyrics. It’s a lyrical world with a setting like a science fiction story where two aliens who have immigrated to Earth or come to visit as tourists meet on Earth. Although I was depicting aliens’ story, I was surprised to find myself reaching the feelings towards humanity and the meaning of living as a human being in this world, and it was completed.”
