This ad first aired on mobile phone Digital TV. Lux was facing increasing competition in Japan, especially from local brands. Our task was to build a greater emotional relationship with our users. But how to reach them on a more personal level? We looked back into the brand's past for inspiration. In the 1930s, the brand utilized the cutting-edge technology of radio to bring Hollywood glamour right into women's living rooms with the popular 'Lux Radio Theatre' hour. In the 1950s, the format was updated to television. And now, with the introduction of digital TV enabled mobile phones, we've brought the glamour of Hollywood directly to women's hands with our Lux Film 'Alchemist'.We see Catherine Zeta Jones working undercover at a lab to uncover the source of the product which brings ageless beauty, only affordable to the rich, in order to make it available to everyone.