Telecommunications giant Softbank booked Bieber.

By Hayden Wright

Justin Bieber (the ad man) is on a roll following Sunday’s buzzed-about T-Mobile commercial. Now he’s working on another ad, and this one’s slated to appear in Japan.

Related: Police Threaten to Show Drunk Drivers Justin Bieber’s Super Bowl Ad

The “What Do U Mean?” singer is fronting Softbank, and leaning into the country’s “Pen Pineapple Apple Pen” phenomenon. In behind-the-scenes footage from the shoot, he appears with Japanese comedian Piko Taro, roaming the halls of a school, dabbing and greeting students with “Konichiwa.”

And yes, the art directors got their hands on a pen, a pineapple, an apple and another pen. We haven’t seen the finished ad yet, but who knows what cruel and unusual punishment it’ll be repurposed for.

See the footage here:

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