uSonar Releases New CM "Wanted: Hikyo (Non-Competitive) People" Starring Ryoko Kobayashi
Promoting Recruitment Branding and Our Unique Corporate Strategy of "Non-Competition"

— Taking on the Challenge of a 30-Second Uncut, Single-Take Performance —

uSonar Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; Chairman: Nami Fukutomi; President: Katsuhito Nagatake; hereinafter "uSonar") is pleased to announce the release of our new brand message CM, "Wanted: Hikyo (Non-Competitive) People," featuring actor Ryoko Kobayashi. Ahead of the upcoming job hunting season, the CM is scheduled to be aired sequentially on taxi advertisements, television, and other media.
A key highlight is the 30-second long dialogue, which was recorded in a single, uncut take. Please pay close attention to the message hidden within the term "Hikyo."

uSonar is a data marketing support company established in 1990.
In July 2022, we changed our company name from "Landscape" to "uSonar" and launched a CM campaign in October of the same year to communicate our new brand message.
This "Wanted: Hikyo (Non-Competitive) People" edition is the sixth installment in our CM series featuring Ryoko Kobayashi as our brand ambassador.
In 2024, Ms. Kobayashi gained significant attention for her role as "Senior Kubota," Japan's first female lawyer, in the NHK serial TV drama "Tora ni Tsubasa" (she also appeared in the "Tora ni Tsubasa Special Edition" at the 75th NHK Kōhaku Uta Gassen).
Furthermore, she is also active as the manager of the agriculture-welfare collaboration startup AGRIKO Co., Ltd.

uSonar has adopted "Non-Competition" (Hikyo) as our corporate strategy since 2016.
Non-Competition essentially means "avoiding excessive competition, specializing in our own areas of expertise, and entrusting adjacent fields to other companies with strong capabilities in those areas."
In other words, it is a philosophy of "co-creation" and "cooperation," where partner companies complement each other's strengths to aim for new innovations together. Rather than falling into the trap of "competition" where companies fight for market share, we advocate for a strategy of co-creation.
The concept of "Non-Competition" (Hikyo) is also introduced in the book "Competitive Strategy Without Competition" by Professor Hideo Yamada of Waseda Business School.
Learn more here:
https://recruit.usonar.co.jp/diary/20241205_2651/

An office with dimmed lighting. Ms. Kobayashi turns to the camera and begins by saying, "Seeking: The Uncompetitive."
She stands up, faces the camera, and delivers a monologue about "competition."
As the office lighting suddenly brightens, Ms. Kobayashi walks through the space and speaks about the "Uncompetitive" philosophy of uSonar.
In the ending, Ms. Kobayashi appears in a close-up again, delivering the message: "Seeking: The Uncompetitive. uSonar!"
The entire sequence is filmed in a single take without any cuts, with Ms. Kobayashi delivering all the lines.

• Ryoko Kobayashi, 35 years old, born in Tokyo. Affiliated with Sticker Inc.
After debuting as a child actor, she gained prominence as an exclusive model for "Nicola" and was selected as the heroine for the TBS drama "Maou." In recent years, she has appeared in numerous dramas and films, including the NHK serial television novel "Tora ni Tsubasa."
Alongside her acting career, she has been involved in agriculture since 2014 and founded AGRIKO Co., Ltd. in 2021. She is a certified "Agriculture-Welfare Collaboration Technical Supporter" by the Ministry of Agriculture, Forestry and Fisheries, and manages the "AGRIKO FARM," a circular agriculture-welfare collaboration farm that is friendly to both the natural environment and people, while also developing art-related projects.
Furthermore, she is expanding her career through parallel activities, including appearances on news programs and serving as a radio navigator.
https://sticker-inc.com/artist/ryoko-kobayashi/

• Television, Taxi, YouTube, etc.
• CM Movie Special Site https://usonar.co.jp/cm-movie.html
• Our YouTube Channel https://www.youtube.com/@uSonar_LBC
• Our Recruitment Site https://recruit.usonar.co.jp/

Contact Information
uSonar Co., Ltd. Public Relations (Hiyama/Sawada)
Email: ir@usonar.co.jp