KDDI’s TV commercial series has dropped from No. 2 to No. 4 in the commercial popularity ratings in Japan despite employing great celebrities as all-male idol group Arashi and Lady Gaga. Lady Gaga endorsed an advertisement for KDDI’s Android lineup of phones, while Arashi appeared in a variety of commercials for KDDI.
Despite the aggressive campaign, NTT Docomo and Softbank Mobile – other cell phone mega-corporations – beat out KDDI’s commercials in overall popularity, according to polls.