Jero in Kirin’s new TV ad.

American singer Jero to appear in TV ad

Friday 09th May, 05:41 AM JST

TOKYO —

Kirin Beverage Corp has signed up African-American enka singer Jero, 26, to appear in TV ads for its canned coffee “Fire Cafe Zero.” The ads will be aired from May 21.

In a comment, Jero, who appears in TV ads for the first time, said, “I carefully tried not show my nervousness on my face. It was a good experience making the ads and I had a lot of fun.”

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Latest 15 of 46 Total Comments Show All

conqueror_of_Uranus at 01:49 AM JST - 13th May

They had Black people on this commercial series for years, I believe a Stevie Wonder tune gave this coffee brand it's name. It's also the same coffee that Tommy Lee Jones plugs.

Remember 3-4 years ago....

"Cause when I look inside my heart And it tells the truth to me Loud and clear my soul cries out It tells me what I need I need the Fire, Fire, Fire"

[Stevie Wonder takes a swig of "Fire" coffee at the edge of the Grand Cnayon. CGI flames burst fron his chest instantly.]
rjd_jr at 07:36 AM JST - 13th May

Have any of you actually researched a little on this guy? Based on some of the statements, I highly doubt it. FYI, his grandmother was Japanese, hence, he has Japanese blood in him. That's one of the reasons why he can speak Japanese.
notimpressed at 10:02 AM JST - 13th May

Yeah I heard that his grandmother used to play enka, so he grew up around it, and had an appreciation for it, so it was a natural progression for him to try singing it too. So what the hell? If you're half good at something and you have a chance at making it... go for it!!!

Most kids in Japan think enka is really lame, so hopefully his hiphop style of dressing will put them off trying to emulate african american culture which is of no relevance to them.
Altria at 10:20 AM JST - 13th May

He seems like a nice enough fellow, and he can sing, but the hip-hop clothing seems a bit forced.
Stallion at 10:33 AM JST - 13th May

he does seem quite nice, i actually like this kind bloke
blvtzpk at 08:22 AM JST - 14th May

FYI, his grandmother was Japanese, hence, he has Japanese blood in him. That's one of the reasons why he can speak Japanese.

Science and logic to the rescue >>> Japanese blood = Japanese language skills.

Brilliant! It goes without saying that "You're OBVIOUSLY talented"!
L4dymercury at 11:06 AM JST - 14th May

I'm part Japanese and my Japanese pretty much sucks. Though, apparently, having Japanese in me automatically means I can speak it fluently? lol.

Anyway, I think apart of the craze is that yes he's a good singer, and he's black, but the only reason why he's getting the reception (I believe) is because he's part Japanese (or asian for that matter). They have some appeal to that aspect -- I at least think.

You make it more in the industry being one of them then you are being an individual.

(Even Leah Dizon, which baffles the hell out of me because her Japanese is terrible).
Stallion at 06:14 AM JST - 15th May

Most kids in Japan think enka is really lame, so hopefully his hiphop style of dressing will put them off trying to emulate african american culture which is of no relevance to them
TPOJ at 10:55 AM JST - 15th May

And I applaud this article for at least headlining him as an "American" singer, unlike most of the Japanese media, which insists on referring to him as the "Black enka singer," as though his color has something to do with the phenomenon of his popularity.

It does.

Are you genuinely suggesting that the novelty of his ethnicity in his chosen genre of music has NO relevance to his fame?

Come on. Not saying it's right, but come on. A lot of Japanese tend to be amazed when gaijin speak their language...you're honestly saying that a black American singing enka isn't going to attract some attention purely for that reason?
KaptainKichigai at 09:13 PM JST - 15th May

talent or no talent, he is a gimmick, plain and simple. A marketed exploited novelty....thats it. A new flavor of a tired, old brand.
KaptainKichigai at 09:16 PM JST - 15th May

His ability or cultural signifigance is irrelevant. He saw an avenue to make money and so did his producers, and they took it. This has nothing to do with a contribution to art. This is as bubblegum as any other ridiculous fashion that is polymorphed into this confused culture.
Stallion at 11:17 PM JST - 15th May

talent or no talent, he is a gimmick, plain and simple. A marketed exploited novelty....thats it. A new flavor of a tired, old brand.
Ninjazilla at 01:47 AM JST - 16th May

Stallion you just summed up the entire Japanese entertainment industry.
KaptainKichigai at 01:24 AM JST - 18th May

Stallion??? I said it. Stallion that is the 2nd time you jacked my comments. What gives?
burikko at 10:38 AM JST - 21st May

Here is video of the TV ads. COOL!!

http://www.beverage.co.jp/product/cm/fire/