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It isn't often that a makeup ad succeeds in being literally transformative and not just superficially so. But that's the reason for the viral success of this Japanese ad for cosmetics brand Shiseido, which launched less than 10 days ago and has already enjoyed millions of views.
The spot, titled "High School Girl?" and created by Watts of Tokyo, opens with a professor opening the door to her classroom. As a soft female vocalist begins to sing over a loungy beat, we pan slowly across the faces of the girls in the room, who seem ordinary enough: One holds a guitar, another drinks from a bottle of water.
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