Bruno Mars becomes the new face of Japan’s Don Quixote with vibrant ad campaign

Global superstar Bruno Mars has taken on a new role as the face of Japan's popular discount store chain, Don Quixote, known locally as Donki. The campaign, which launched on August 20, features Mars dancing alongside Donki's iconic blue penguin mascot, Donpen, to a catchy house beat. The commercial showcases Mars as he navigates the neon-lit aisles of Donki’s Shibuya flagship store, accompanied by four dancers.

The ad begins with Mars and his dance troupe picking up the store's well-known "Jonetsu Kakaku" (passionately priced) products, all while grooving to a jingle that repeats the slogan "Donki Ikuyo" (Let’s Go to Donki). The colorful and energetic setting, inspired by Japan’s vibrant festivals, adds to the electrifying atmosphere. Mars also performs a synchronized dance with Donpen, creating a memorable and lively spectacle that blurs the line between a traditional commercial and a music video.

Bruno Mars, who has previously expressed his love for Japan, not only stars in the commercial but also played a significant role in producing the video and creating the jingle. "This is just me buying snacks at my favorite store in Japan," Mars said, highlighting his genuine enthusiasm for the project. "Lucky for us, the cameras happened to be rolling."

In addition to the commercial, the collaboration will extend to a limited-edition merchandise line set to hit Donki stores in late September. Fans can expect to see hoodies, T-shirts, tote bags, and even a Bruno Mars-inspired version of Donpen, adding a collectible touch to the campaign.