August 4, 2026, 8:00 a.m. (JST)
[Japan] Sumitomo Mitsui Trust Bank (Tokyo, Japan) began airing its new TV commercials, titled “What Matters Most” and “Financial Well-Being 2026,” nationwide on August 2, 2026.In these commercials, actor Junichi Okada joins the campaign as a new brand ambassador and appears alongside actress Fumino Kimura. The commercials convey the value of Sumitomo Mitsui Trust Bank, which supports customers in both their personal lives and financial well-being by addressing their concerns and challenges through a wide range of solutions, including asset management, real estate, pensions, and inheritance planning.On July 31, a press conference was held in Tokyo to announce the new commercial featuring Junichi Okada and Fumino Kimura.
New Commercials: “What Matters Most” and
“Financial Well-Being 2026” to Air
At the start of the press conference, Manabu Yoneyama, President and CEO of Sumitomo Mitsui Trust Bank, took the stage. Regarding the bank’s future business strategy, he stated that the company aims to leverage the specialized expertise and broad range of functions unique to a trust bank to provide value that addresses the diversifying challenges faced by both individuals and corporations.He also said, “We will sincerely engage with the valuable assets and aspirations entrusted to us by our customers and corporations, and contribute to realizing our purpose: ‘Unlocking the Future Entrusted to Us.’”
Next, Junichi Okada and Fumino Kimura took the stage. When asked about their experiences filming the new commercial and their thoughts on the project, Mr. Okada reflected on the shoot, saying,“I participated with the mindset of learning about trust banks myself. It was my first time filming, so I was nervous, but just like today, I pulled my collar up tight and got myself pumped up (laughs),” he said, livening up the atmosphere.
Ms. Kimura commented, “Taking a fresh look at money can be a catalyst for enriching one’s life.” Regarding opportunities to learn about money, she said, “Surprisingly, there are few chances to think about money, but being given a project like today’s gave me a chance to reflect on it anew. I believe that the sooner you confront these issues, the more enriched your life will become.”
The two also took on the challenge of building a tower themed around “things they’d like to try” once they achieve “financial well-being.” Okada stacked boxes labeled with the keywords “growth, learning, travel, adventure, and music,” while Kimura stacked boxes labeled “travel, earning certifications, cooking, diving, and acting.”The two then spoke about the “things they want to do” in the future. When asked why she chose these, Okada replied, “I want to learn how to live comfortably with my own body, so I bought a human anatomy model for my home and am studying it from the bones up (laughs).”I move using my tendons, not my muscles!” she replied with a laugh, drawing on her own experiences. Meanwhile,Mr. Kimura stacked boxes labeled with the keywords “travel, obtaining certifications, cooking, diving, and acting,” and explained, “Diving is my hobby, and since I think I could turn my interest into a career, I’d like to get my scuba diving certification.I haven’t had the time until now, but from now on, I’d like to dedicate time to studying. As for travel, I’d love to go to Antarctica with my family!” she explained, expressing her feelings toward her family and work.
Targeting
a wide range of users, from everyday consumers to investors Expanding reach to the Docomo economic ecosystem and the d-Points economic ecosystem
After the commercial launch event, Mr. Yoneyama answered questions from reporters during a press conference.
Through this commercial, the company aims to clearly communicate the details of its asset management products to a wide range of audiences, from the younger generation to middle-aged and older adults. “In an inflationary environment, where assets could potentially lose value if left untouched, we definitely want to introduce our investment products and various other offerings that help customers build wealth that can withstand inflation,” said Mr. Yoneyama.Although the company’s brand awareness is reportedly on a slight decline, it hopes to reach a wider audience with this commercial.
Additionally, the company has launched the “Smart Life Designer Point Program,” which allows users to earn points redeemable for NTT Docomo’s “d Points” through its asset management app, “Smart Life Designer.”“Since Docomo and Docomo SMTB Net Bank (formerly Sumishin SBI Net Bank) have strong payment capabilities, we’re centering our efforts on collaboration with these two companies,” said Mr. Yoneyama. “We believe we’re now able to cover the entire spectrum—from younger to older generations, and from everyday use to long-term, strategic asset management—so we intend to further expand our offerings in these areas.”While trust products involve a certain degree of complexity, everyday financial services are sold on the basis of convenience and accessibility. Through this partnership with Docomo, the company aims first and foremost to firmly establish a presence within the Docomo ecosystem and the d Points ecosystem.
