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After opening its Nigo-directed flagship store at Azabudai Hills this July, FamilyMart is now turning to the music world, with Lady Gaga as its latest unexpected staff member. The pop superstar stars in the convenience store chain’s new recruitment campaign, which celebrates FamilyMart’s 45th anniversary and launches nationwide on September 25.
In the new commercial, Gaga transforms into a FamilyMart employee, showcasing the day-to-day work of convenience store staff through a theatrical, fashion-forward performance. Set inside a specially created FamilyMart konbini, the ad is shot in a sleek monochrome style, with Gaga wearing an outfit inspired by the chain’s new uniform and signature striped socks.
The campaign doesn’t stop at the TV commercial. FamilyMart’s in-store digital signage, FamilyMart TV, will also screen exclusive footage of Gaga discussing her approach to work and what she finds fun about FamilyMart, which you can watch when visiting stores. This will be shown over FamilyMart TV screens across approximately 11,600 stores nationwide.
The campaign is part of FamilyMart’s push to create a workplace where employees can embrace their individuality. So, keep an eye out for Gaga the next time you visit your local konbini.
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