Industry
67 articles
HEINEKEN | COULD HAVE BEEN A HEINEKEN | 2026
Forward a voice message longer than 3 minutes, and it turns into a free beer. Riffing on the old "this could have been an email" complaint about meetings, Heineken came up with its own version: "this could have been a beer."
サントリーホールディングス | 天然水「大自然を味方に」篇 | 2025
There's a scene where someone opens a bottle cap, but the product packaging stays blurry the whole time. And somehow, nobody minds. All eyes are glued to a small figure running down a mountain trail.
Mountain Dew | Play the Dew | 2025
Just by saying "DEW," you can make gunfire, engine roars, explosions — pretty much any sound a game needs. A brand name that doubles as a sound effect? It almost feels too good to be true.
HERTOG JAN | DON'T DRINK HERTOG JAN | 2025
A beer brand telling people "don't drink." On paper, that sounds like career suicide. But it's exactly what put this brand at the top of the Dutch market.
CORONA | SUN RESERVE | 2025
For its 100th anniversary, Corona did something unheard of: it turned the sun itself into a protected reserve. Usually when you hear "reserve," you think forests or oceans — nobody protects the sun. And the way they pulled it off was a total legal hack.
Nikka Whisky | No Labels | 2025
They peeled the labels off the bottles. And they peeled the assumptions off people, too. That's the moment whisky became a way of living.
Coca-Cola | 2024
In bodegas and small shops around the world, owners have been painting their own versions of the Coca-Cola logo. Instead of telling them to fix it, the brand officially celebrated it.
HEINEKEN | BAR EXPERIENCE | 2024
Turning "bar work experience" into an official LinkedIn credential badge that's actually recognized by 25 companies, including Coca-Cola and McDonald's, when they hire. Heineken built this wonderfully absurd (but completely serious) system.
アクエリアス | NEW YOU キャンペーン 泳げるようになりたい | 2024
This is a video following a 75-year-old grandmother over 30 days, starting from when she could barely even put her face in the water, as she works toward swimming 25 meters freestyle. It's lovely to see swimmer Kosuke Kitajima coaching her wholeheartedly, showing that age doesn't matter when you want to swim. But what really makes this commercial so moving isn't that part.
Coors Light | Coors Lights Out | 2023
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.
大塚製薬 | スカフィンのうた | 2023
A returnable bottle's journey, told in paper-cut animation and song. Kaho Nakamura's voice is gentle, Moji Tsuchiya's paper cuts, pieced together one second a day, are so lovable that by the end you kind of want to return a bottle yourself.
サントリーホールディングス | BOSS|ゴジラ『青き日の衝撃』篇 | 2022
Using about 2,500 dominoes, this ad tells the whole story behind the birth of the monster movie "Godzilla." Before any explanation, just watch the dominoes fall.
GUARANÁ ANTARCTICA | STUCK IN THE 80S | 2022
The winning prize money at the 2019 Women's World Cup was actually on par with what men's tournaments paid out back in the 1980s. To make that one fact impossible to ignore, this campaign took over the entire stage of the Tokyo Olympics.
眞露 | 恋スル！チャミスル シーズン1／恋するチャミスル シーズン2 | 2022
A forbidden romance across class lines, amnesia, a rich young heir, the fiancée of a company president's daughter—this ad packs in every K-drama plot twist you've ever seen, and I couldn't stop watching all six and a half minutes of it.
ポカリスエット | でも君が見えた | 2021
A clever debate over "Is it CG or not?" matters a hundred million times less than that first "whoa" the moment you watch it.
BECK’S | BECK'S FREQUENCY | 2020
Brazil is pilsner paradise. BECK'S makes the bitterest beer around, but it's behind competitors in both distribution and budget. So what did they do? They got people to drink their rivals' beer.
キリン 午後の紅茶 | わたしらしいって、最強だ。夏 | 2019
This feels so now. Really now. Four high school girls from different schools and different backgrounds meet on social media and form a band. That kind of realness feels like it's bottled up the air of 2019.
ANHEUSER-BUSCH | TURNING BEER INTO WATER | 2018
There are days when a beer company makes water without brewing a single drop of beer. And it's been doing this for over a hundred years.
キリン 午後の紅茶 | あいたいって、あたためたいだ。18冬 | 2018
This series began in winter 2016, and apparently this is its conclusion. It's the kind of project where the casting alone practically guarantees success, but using the same actors across multiple years takes it even further. You can clearly see, right there on screen, what's been lost and what's been gained, and in that sense a different kind of charm emerges.
Nescafe | The Dead Hour | 2017
Nobody listens to the radio at half past five in the morning. Nescafe in India zeroed in on exactly that "empty" hour.
サントリーBOSS | 働くって、いいもんだ。THE LAST TRAIN | 2017
This is the story of a surprise staged for a station manager's retirement, at Akihabara Station after the last train had gone. On a platform where no one should have been at that hour, his coworkers were waiting for him. Just imagining someone close to you reaching their "last shift" is enough to bring tears to your eyes.
キリン プラズマ乳酸菌 | SPECIAL STUDENT | 2016
Dekushi! Barrier! Short sleeves and shorts! There was always one of those kids in your elementary school class. The "Dekushi master" who whips out mysterious sound effects, the "short-sleeves-and-shorts kid" who shows up 365 days a year—snow or storm—in short sleeves and shorts, the girls who perform the hand-clapping game Alps Ichimanjaku at lightning speed. It's so nostalgic I can't stop laughing.
キリン 午後の紅茶 | あいたいって、あたためたいだ。 | 2016
A quiet train platform. A high school girl with white headphones suddenly bursts into song, loud enough to reach the skies over Mount Aso. There's a bit of a puzzle about whether Moka Kamishiraishi's character could actually hear the sound of a drink dropping from the vending machine, which leaves you a little unsettled—but even setting that aside, this is still a wonderful piece of work.
BROOKE BOND RED LABEL TEA | 6 PACK BAND | 2016
In 2016, an Indian tea brand teamed up with a transgender band of six. The reason it won the Grand Prix at Cannes comes down to this: the women weren't filmed as people to feel sorry for.
サントリー天然水 | 信じられる水の山から（阿蘇） | 2015
There's a moment in the middle of a run of commercials when your eyes suddenly stop on one. It feels off, somehow, but in a good way. This is a spot that depicts natural water springing up from a mountain, drawn in soft, gentle animation.
サントリー BOSS | ヘッドライト・テールライト | 2015
Less weirdness, more love — that's what I felt watching this commercial when it aired at the end of 2015. The Alien Jones series started out as a bit of an odd concept, but it's been quietly turning into "the way things just are," and honestly, I'm starting to think it's heading toward becoming a truly moving epic. I'm looking forward to it. Really looking forward to it.
高橋酒造 | SHIRO Cheers System | 2015
The cuteness here is just unreal. I love the casting, the choreography, the song, the direction—everything—so much that I've lost count of how many times I've watched it. It might honestly be the video I've watched the most so far this century. Yuichi Kodama really is something else.
キリン | メッツ | 2015
Just go with it. That's basically the whole approach, and there's something refreshing about how committed it is. When Kirin Mets relaunched in 2015, this "Entrance" ad is what came out of it. Dragon Ball, Dempagumi.inc, Nobunari Oda, Gachapin... pop culture icons dance, burst with energy, and belt out "We want Mets!" over and over in this 30-second spot. It strips away almost every detailed message, throwing nothing at you but the sheer presence of "This is Mets!"
ジョージア | 男ですいません | 2015
"Sorry for being a man." The moment I saw this line, I let out a groan. This copy is just too perfect. You can't quite say "Being a man is the best!"—but you also kind of think "I'm glad I was born a man." This line wraps up that subtle, conflicted feeling of modern Japanese men in a relaxed, self-deprecating way.
ファンタ | ファンタだよ！TVに出よう | 2015
Collecting the "wouldn't it be great if..." wishes of teens in their 10s and then airing the chosen ones as nationwide TV commercials is quite the ambitious move. The boy who drew a face on his belly and ate marshmallows was great, but this one is also incredibly funny.
CERVEZA SALTA | TOOTH IMPLANT | 2015
A rugby player loses a tooth during a match. It happens all the time. But this campaign actually implanted a 'tooth that doubles as a bottle opener' in place of the lost one. The surgery, the bottle-opening scene—it's all real. This project won a Titanium Lion at Cannes Lions 2015.
COCA COLA LIFE | Parents | 2014
This is a parenting ad with zero soft focus and zero shots of sleeping babies. It's a 60-second film that opens with a father writhing in pain after stepping on a toy — and it won Gold at Cannes.
COCA COLA | A Rainbow for the Rainbow Nation | 2014
In 2014, South Africa marked 20 years since the end of apartheid. Coca-Cola made a rainbow. Not as a figure of speech — they made an actual rainbow appear in the sky over Johannesburg.
CORONA EXTRA | LUNA CORONA | 2014
A crescent moon floating above a New York rooftop looks, on one specific night, exactly like a lime wedge stuck in a Corona bottle. It's not a coincidence—it's the result of careful calculations involving astronomers.
COCA COLA | HAPPY ID | 2014
Turning the photo on your ID card into an ad campaign. And then actually building it into a national system. This campaign, which won the Grand Prix in the Media category at the 2014 Cannes Lions, expanded what we even mean by "media."
キリン | 企業広告「応援する者」篇 | 2014
This commercial, released on June 2, 2014, covers everything from a birth to Shinji Kagawa pulling on the national team's number 10 jersey, all in just two minutes. Only two minutes. But every single second of it is packed with feeling. You might think, what a luxury to tell a story this way—but then again, maybe you need exactly this kind of luxury to get this far. At the edge of the frame, always in the eyeline of whoever is sending their support, is the back of a boy's head, his back, slowly growing up. That's why it's so easy to feel for him.
キリン のどごし〈生〉 | 夢のドリーム4 カンフー篇 | 2013
This is the best one. The one at the top of the list I look at whenever work gets so rough I think I can't go on. Mr. Ishida, his junior, Shoko Nakagawa, Jackie Chan, the production team, and above all the client who greenlit this whole thing—everyone involved here is the best.
Coca-Cola | Security Cameras | 2013
It wasn't until my third watch that I realized how clever it was to use security camera footage this way — the first time, I just cried, plain and simple.
COCA-COLA | Polar Bowl | 2012
On Super Bowl night, more than 700,000 people watched polar bears instead of the actual game. Isn't that wild?
HYATT HOTELS | THE GREATEST MOVIE EVER SOLD | 2012
A movie that criticizes product placement, made possible by product placement. This is that provocative, mischievous humor from Morgan Spurlock, who turns the contradiction itself into the whole point of the project.
サントリー | 歌のリレー | 2011
I used to think there was no way a commercial could make someone cry. But I've had a few such moments in my life, and this was one of them.
COCA COLA | THE FRIENDSHIP MACHINE | 2011
A 3.5-meter vending machine stands on a street corner. You want to put in a coin, but you can't reach the slot. You look up, and that's when it hits you: there's no way to buy from this thing alone.
HEINEKEN | AUDITORIUM | 2010
On October 21, 2009, 1,000 football fans gathered at an auditorium in Milan, with no idea they were walking straight into a trap.
BUD LIGHT | Real Men of Genius - Mr. Hair Gel Over-Geller | 2007
In 2007, Bud Light went all-in on laughs with a radio spot. This is one entry from the legendary radio series "Real Men of Genius" — a gloriously dumb 60-second ad that goes all out praising a guy who uses way too much hair gel.
SMIRNOFF | TEA PARTAY | 2007
For a new product launch with no budget and no TV airtime, BBH chose a parody rap video instead. Within days of going live, it reached a million people.
GUINNESS UDV | noitulovE | 2006
500 million years, rewound in 50 seconds. Three men have their first pint of Guinness in a pub. From there, we trace evolution backward.
BUDLIGHT | REAL MEN OF GENIUS | 2006
"Bud Light presents... Real Men of Genius." A radio ad series that barely mentioned beer at all ended up running for more than 200 episodes over ten years. And Bud Light still sold.
Sprite | Pragnienie nie ma szans (Strip Poker) | 2005
Losing your clothes in a bottle cap contest? What's that all about?