THE ALFEE stars in NEW Crewrap TV commercial revamp

A new 30‑second TV spot for the household cling‑film "NEW Crewrap" began airing nationwide on July 27. The commercial marks the first major refresh of the product’s branding in 22 years, replacing the long‑standing "bob‑haired girl" mascot with Japan’s veteran rock band THE ALFEE – members Sakura Ken, Sakazaki Kounosuke and Takazawa Toshihiko.

The ad shows the trio appearing in a kitchen as a "saving‑hero" for food preservation, using the product’s three‑size packaging colours (green, yellow, red) as matching jackets while performing the jingle "Love Crewrap" written especially for the spot by Takazawa. The song highlights the film’s features – easy cutting, tight sealing and durability – and references its history as Japan’s first household cling‑film introduced in 1960. The campaign is produced by Kureha Co., the maker of NEW Crewrap, and aims to rejuvenate the brand’s image and attract a younger consumer base.