Lucky Ikeda is a prolific Japanese choreographer. He brings a wealth of experience and expertise for TV advertisements, movies, TV shows, stages and concerts in Japan. Lucky Ikeda is perceived as a pioneer in the Japanese TV commercial market, who had add value in using dance performance in TV commercial. His unique strategy in using dance technique and routine in the TV commercial has become an effective tool for product differentiation. He has changed the concept of dance performance in TV Commercial from 'just an ornamentation' to 'Effective Product Promotion'. The impact of his choreography in commercial is so strong that those who see it cannot forget the ad, product and his dance movement, which makes a great contribution for product sales. His skill in designing and creating dance movement is very unique and fun that even people who cannot dance would feel like dancing. In the TV commercial of “Cup-o'Noodles” (1989), he choreographed the dance movement for Arnold Schwarzenegger. Schwarzenegger comically danced with two kettles, and it grabbed the viewers' attention because Schwarzenegger is dancing comically and he seemed like he was having fun. The next day the commercial was aired on TV, people were imitating the moves of Schwarzenegger and talked about the commercial.