Shoshu-Riki (消臭力)

About

Fan art by a Pixiv user

Shoshu-Riki (Japanese : 消臭力, lit : Deodorant Power), also known as Air Wash-Liquid in some Southeast Asian contries, is a Toilet/Room deodorizer produced by the S.T. Corporation, a Japanese personal care company that has been famous for its humorous commercials¹. A commercial aired in 2011 became a viral video, and the subject of many fanfics, and video remixes through Nico Nico Douga, and YouTube.

Origin

On April 22nd 2011, S.T.Corporation started new CM series for Shoushu-Riki. While several versions were made, the most frequently commercial featured a foreigner singing on a street corner with no explanation.

The strange combination of the boy’s song with the vista in the background were confusing to viewers. It was apparent that this was a commercial movie for Shoshu-Riki until he sang its trade name at the end. Moreover, the direct trade name written in Kanji characters is not considered sophisticated by Japanese sensibilities, and the video was considered to be a joke by many.

S.T. Corporation Response

S.T.’s publicity team updated their web page with behind-the-scenes information the same day the CM began to air².

In the statement, their manager said that the new CMs were planned and shot in only 2 weeks, and they were forced to change course due to the Great East Japan earthquake. It was also revealed that the boy featured in the commercial was Miguel Guerreiro, a 12-year-old Portuguese singer, and that the commercial itself was shot in Lisbon, Portugal.

Location Significance

Lisbon was hit by a giant earthquake, fires and a tsunami in 1755 that caused over 60,000 deaths. However, Lisbon was beautifully reconstructed and its people able to return to a normal life even after such a terrible disaster. S.T. claims to have chosen Lisbon by chance without knowing about the historic disaster. The manager said that he felt something special led them to Lisbon after the disaster came to light.

This was reported by several online news site as well as in English article by Rokecetnews24³ around the beginning of May 2011.

Spread

Online Popularity

This CM was uploaded to YouTube on April 22nd, 2011, and soon made headlines among Japanese internet users. Many people were inpired this CM, creating fanfics, singing covers, and music remixes.MADs were posted to Nico Nico Douga (NND) around April 27th and the number of them has increased rapidly. Over 600 videos related to Shoshu-Riki were posted in the first 2 weeks⁴, and many of them were uploaded to YouTube⁵. Many of the videos were covers of “Utatte Mita”(I’ve tried singing it), one of the most popular activities on NND.

This Shoshu-Riki’s online phenomenon was also described in Nico Nico Pedia⁶, an internet encyclopedia in NND.

Search Interest

Notable Examples

Music Remixes

消臭力　唄う男の子【戦闘力５３万】

【アレンジ】消臭力【ゆよゆっぺ】⁷

Singing Covers

【櫻里】消臭力元気いっぱい歌ってみた【教員試験】⁸ (this cover includes Shoshu-riki’s previous CM series)

【V系風】消臭力～Black Rose～【マチゲリータ】⁹

MADs

【天国と地獄】消臭力で天国と地獄【音ゲーMAD】¹⁰ (See also : Can Can)

SHOSYU ZONE【消臭力×RED ZONE】¹¹ (See also : RED_ZONE)

Miguel’s reaction

On May 1st, 2011, the star of the commercial, Miguel Guerreiro, commented to his fan page on Facebook¹².

Hi uncle Goucha! Have a nice trip to Portugal! And if you could, look at me in this video. It’s me bringing Lisbon to… Japan! That’s a popular commercial for TV. After the commercial, you’ll find me singing in youtube. Come to my facebook page, and become my fans! It’s pretty known, but can’t understand what they say in the comments, what a pity! Take care, uncle Goucha!

Miguel also left a comment to the original video on YouTube.