Koukoku-kun

Emotion

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314 articles

A commemorative can in 48 hours, sold out in 24, beating the official beer with $0 sponsorship / Coors Light "Coors Lights Out"
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Coors Light | Coors Lights Out | 2023

A commemorative can in 48 hours, sold out in 24, beating the official beer with $0 sponsorship / Coors Light "Coors Lights Out"

In August 2023, a foul ball from Shohei Ohtani smashed an LED module on a Coors Light sign at Citi Field. A black dot of missing pixels appeared right above the can. Normally this would end with a quiet "sorry, we'll fix it," but Rethink turned it into a commemorative can recreating that black square — released just 48 hours later. It's reaction marketing at its finest.

Nothing beats a memory / McDonald's "The Reason I'm Here"
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マクドナルド | 家族といっしょに。「僕がここにいる理由」 | 2021

Nothing beats a memory / McDonald's "The Reason I'm Here"

7/20/1971. The day Japan's first McDonald's opened in Ginza. In 2021, it turned 50. This commercial wraps up those 50 years into a single story. Miyako Miyazaki plays two roles: "a junior high school girl on a date at McDonald's 50 years ago" and "the same woman today, eating a Big Mac with her grandchild." A 62-year-old playing a junior high schooler. Just that alone is enough to make you tear up.

Apple plays the ultimate heavyweight move — even including the knockoff logos / Apple "From Behind the Mac — Stories This World Has Never Seen"
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Apple | Macの向こうから — まだこの世界にない物語を | 2020

Apple plays the ultimate heavyweight move — even including the knockoff logos / Apple "From Behind the Mac — Stories This World Has Never Seen"

They made an entire 30-second commercial out of nothing but scenes of anime characters sitting down at their Macs. And get this — some of those Macs have logos that are clearly not the real Apple logo, turned into a heart or a pear instead, yet Apple included them anyway. That kind of generosity really shows the brand's sheer confidence.

I Laughed for Seven Straight Minutes / Apple "The Whole Working-From-Home Thing"
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APPLE | The Whole Working-From-Home Thing | 2020

I Laughed for Seven Straight Minutes / Apple "The Whole Working-From-Home Thing"

In July 2020, right in the middle of the pandemic, a seven-minute short film arrived from America. It was called "The Whole Working-From-Home Thing." And yes, it was exactly that: kids bursting into meetings, dogs barking, video calls in pajamas, screen-share mistakes, and somehow still making the deadline. The video crossed 10 million views within two days of release. As a sequel to 2019's acclaimed "The Underdogs," it wrapped the chaos that literally everyone was living through in humor.