uSonar Releases New CM "Seeking Hikyo People" Starring Ryoko Kobayashi
Promoting Recruitment Branding and Our Unique "Non-Competitive" Corporate Strategy

~Taking on the Challenge of a 30-Second Uncut Single Take~

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, "Seeking Hikyo People," featuring actor Ryoko Kobayashi. Ahead of the job hunting season, the CM is scheduled to be aired sequentially on taxi advertisements, television, and other media.
A highlight of the production is the 30-second long dialogue recorded in a single, uncut take. Please stay tuned for the message hidden behind the word "Hikyo" (Non-Competitive).

uSonar is a data marketing support company established in 1990.
In July 2022, we changed our company name from Landscape to uSonar, and in October of the same year, we launched a CM campaign to communicate our new brand message.
This latest installment, titled "Wanted: Hikyo (Non-Competitive) People," is the sixth 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 Kohaku Uta Gassen).
She is also active as the manager of the agriculture-welfare collaboration startup AGRIKO Co., Ltd.

uSonar has adopted "Hikyo" (Non-Competitive) as its corporate strategy since 2016.
In essence, "Non-Competitive" means "avoiding excessive competition, specializing in one's own areas of expertise, and entrusting adjacent fields to other companies with complementary strengths."
In other words, it is a philosophy of "co-creation" and "cooperation," where we aim for new innovations by complementing each other's strengths with partner companies. Rather than falling into the trap of "competition" where companies fight for market share, we pursue a strategy of co-creation.
The concept of "Hikyo" (Non-Competitive) 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/

In a dimly lit office, Ms. Kobayashi turns to the camera and begins to speak: "Wanted: Hikyo (Non-Competitive) people."
She stands up and delivers a monologue about "competition" while facing the camera.
As the office lights brighten, Ms. Kobayashi walks through the space while explaining uSonar's "Hikyo" (Non-Competitive) strategy.
In the ending, Ms. Kobayashi appears in a close-up again, delivering the message: "Wanted: Hikyo (Non-Competitive) people. uSonar!"
The entire commercial is filmed in a single take without any camera cuts, with Ms. Kobayashi delivering all the lines.

• Ryoko Kobayashi, 35 years old, born in Tokyo. Represented by Sticker.
After debuting as a child actor, she gained popularity as an exclusive model for "Nicola" and was selected as the heroine for the drama "Maou" (TBS). In recent years, she has appeared in numerous dramas and movies, including the NHK serial TV drama "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 operates "AGRIKO FARM," a circular agriculture-welfare collaboration farm that is friendly to both the natural environment and people, while also developing art projects.
Furthermore, she is expanding her career through a parallel professional path, including appearances on news programs and working as a radio navigator.
https://sticker-inc.com/artist/ryoko-kobayashi/

• Television, Taxi Ads, YouTube, etc.
• CM Video Special Site: https://usonar.co.jp/en/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