HORIBA's New TV Commercial "Yattaru-dan" Series Begins Airing on April 1st

HORIBA, Ltd. (Headquarters: Minami-ku, Kyoto; President and Representative Director: Masayuki Adachi; hereinafter "the Company") will air two new TV commercials in the Kansai region for one week starting April 1, 2026. Additionally, the commercials will be screened as pre-feature advertisements at TOHO Cinemas Umeda before the latest installment of a popular animated film from April 24 to April 30. With the key phrase "Not just measuring, but moving the world before you know it," these commercials express how HORIBA’s analytical and measurement technologies contribute to society through a wide range of solutions. The commercials focus on the "people" who serve as the driving force behind HORIBA, depicted through an animation contrast where an evil organization called the "World Conquest Yattaru-dan" (World Conquest 'We'll Do It' Group) becomes jealous of the company's employees active both domestically and abroad. It is a playful commercial that alternates between live-action footage and animation. Moving away from the style of our previous commercials, we pursued an "originality that will be loved for a long time." To comically depict the contrast with our motivated employees, we adopted the setting of an evil organization that is slightly clumsy and somehow impossible to hate. We created original characters that make the animated line, "You measured us! HORIBA!" (a pun on the Japanese word for 'tricked/outsmarted'), stand out. By giving their frustration a sense of reality and humor, we aim to create a unique worldview that viewers will naturally feel attached to. The composition alternates at a brisk tempo between retro-style monochrome animation and colorful, high-contrast live-action footage of employees, making the employees' work stand out even more. By using the main copy, "Not just measuring, but moving the world before you know it," we emphasize that while HORIBA’s core is analytical and measurement technology, we are an entity that moves the world forward through a broad range of solutions that go beyond mere equipment. Furthermore, by showing our employees sincerely and single-mindedly facing their work, we have woven in the nuance that "people" are the true "driving force that moves the world." We have produced two versions: "Yattaru-dan: World Conquest" and "Yattaru-dan: Expanding Influence." In the "World Conquest" version, the evil organization "World Conquest Yattaru-dan" witnesses HORIBA’s global expansion and is overcome with frustration. In the "Expanding Influence" version, the Yattaru-dan is overwhelmed by the sight of diverse members working energetically across countries and regions, and we humorously depict their burning sense of rivalry. Additionally, an original song created for these commercials enhances the worldview and adds excitement to the story with its upbeat tempo. Title: "Yattaru-dan: World Conquest" and "Yattaru-dan: Expanding Influence" (30 seconds each) Start Date: Wednesday, April 1, 2026 Media: TV in the Kansai region and YouTube (Pre-released on YouTube in March) TOHO Cinemas Umeda Advertising: April 24 (Fri) – April 30 (Thu), shown before the latest popular animated film Videos: "Yattaru-dan: World Conquest": https://youtu.be/xWCf7CSN6s0?si=wwODErM2UmKj2iOD "Yattaru-dan: Expanding Influence": https://youtu.be/-pv1KnX3oqA?si=lElJKR6PpCQ8X0On