Looks like Arashi’s Sakurai Sho has managed to land a job portraying the image character of Morinaga’s ice cream dessert, “pino,“ for a second year in a row. Well, you know what they say: second time’s the charm? (Forget third for now…though I, for one, wouldn’t mind him reprising the role again next year!)

Video message:

In case you’re not that great at Japanese (or if you’re like me, virtually incompetent at understanding anything other than simple things like konnichiwa), Sakurai greeted viewers with the following message: “This year, I took on the challenge of making “pino” as an independent, accomplished pâtissier. Please pay attention to pâtissier Sakurai Sho who has serious expressions.”

Got that? Remember to pay attention! Here’s the CM:

Source: Tokyohive