Industry
67 articles
ネスカフェ | 朝のリレー | 2003
There's something striking about the simple fact that "somewhere on this planet, morning is always just beginning." It's obvious when you think about it, but it still catches you off guard - and that small realization, carried by the power of a poem, sweeps the viewer far, far away in an instant.
TANGO | BARREL | 2003
In 2003, the British fizzy drink brand TANGO came back with that legendary slogan. "You Know When You've Been Tango'd" — the catchphrase that stirred controversy in the '90s but made its mark on advertising history was revived with a new agency.
TANGO | SEAL | 2003
Orcas toy with a baby seal like a ball, then toss it onto the beach. For the first 40 seconds, it keeps up the pretense of being a nature documentary.
サントリー ペプシコーラ | イチローダンス | 2002
The finest product of Japanese baseball crossed the ocean in 2001, and the next year he was first in All-Star voting, won the batting title, the stolen base title, and MVP—so perfect it was almost anticlimactic. Riding that wave of success, this commercial started airing in February 2002. Brian Setzer's rockabilly blasts at full volume while Americans dance wildly, imitating Ichiro's famous batting routine.
ファンタ | ファンタ学園 先生シリーズ | 2002
These Fanta commercials aired from 2002 to 2004, featuring Dragon Sensei, DJ Sensei, Leather Jacket Sensei... A series that zeroed in hard on junior high and high schoolers—especially junior high kids—and perfected the art of being ridiculous (said as a compliment).
DR PEPPER DRINK | What's the worst that could happen? | 2001
In 2001, Mother London launched a campaign called "What's the worst that could happen?" aimed at teens in the UK market. This is one of the ads from that campaign — a comedy commercial where the moment you pick up a DR PEPPER, the actual "worst" really does happen to you.
ジョージア | 明日があるさ | 2000
On 8/26, 2000, Coca-Cola Japan's canned coffee brand GEORGIA used Kyu Sakamoto's song "There's Always Tomorrow" in a commercial, and it became an unprecedented revival hit. Both the commercial and the campaign turned into a huge talking point. When it was later made into a TV drama, the first episode pulled a 29.0% rating — the seventh-highest debut rating ever for a commercial broadcaster's drama series, and the highest ever on Nippon TV. That's how big this was.
サントリー | BOSS セブン 世界を敵に篇 | 1999
This ad is from 1999. Watching it again, you can't help wondering what Uno Kanda is up to these days — but more than that, this commercial takes nitpicking to an almost legendary scale and turns it into pure entertainment.
BRITVIC | SAINT GEORGE | 1997
A 90-second commercial that ran just 10 times carved its name into advertising history. The budget went almost entirely into production, and the airtime was limited to a single show, TFI Friday. This wasn't cutting corners—it was the plan all along.
PEPSI-COLA | INNER-TUBE | 1995
A boy wearing an inner tube at the beach is drinking a Pepsi through a straw. He sucks and sucks, trying to get every last drop — and ends up getting pulled into the bottle himself, tube and all. His little sister turns and says, "Mom, he did it again." This 60-second spot aired during the Super Bowl in 1995, and it hits you with a "wait, what?" before you're already laughing.
PEPSI-COLA | PLAYGROUND | 1994
In 1994, a commercial featuring basketball superstar Shaquille O'Neal interacting with a kid became the second most popular commercial in America. It also won a Gold Lion at Cannes. That 90s Pepsi feeling—celebrity, youth, and a dash of rebellion all mixed together. But I could barely find any articles that talk about the story behind this campaign.
PERRIER | LE LION ET LA LIONNE | 1991
This film won the Grand Prix at Cannes in 1991, and it's still the only French film ever to win the Film Grand Prix. 28 years later, it's remembered by one in two French people, and in 2019 it was voted the greatest ad of all time by the magazine Stratégies. That's how far a water ad can go.
JOHN SMITH’S | COLD（The Dog） | 1982
In 1982, a dog did a handstand in a British beer ad. That simple 30 seconds became part of the culture.
BLITZ-WEINHARD | ELK CREEK CUT OFF | 1980
A piece made by Ogilvy & Mather in 1980. I still haven't been able to track down the full content, but just the title alone is enough to pull you in.
GUINNESS | BLACK POT | 1976
This Guinness ad won the Grand Prix at Cannes in 1976. It seems to pair two quiet moments: a player sinking the black ball in snooker, and someone slowly drinking down a Guinness. "Slowly putting away the black" — both are about putting away something black, and neither should be rushed.
THE SEVEN-UP COMPANY | UN STORY | 1972
A 1972 TV commercial for 7-Up, titled "UN STORY." Back then, psychedelic billboards lined America's highways, and "Uncola" had become a catchphrase among young people.
PEPSI-COLA | LA VENTANA | 1967
1967. At a time when the "Pepsi Generation" was sweeping the world, an ad called "the window" was born in Spain. The only thing that tells us this ad ever existed today is the fact that it won GOLD.
UNITED BREWERS ASSOCIATION | WHO SAYS BEER IS A MAN'S BEVERAGE? | 1962
In 1962, an American beer industry association asked a simple question: "Who says beer is a man's beverage?" Behind that single line, you can sense a real intention to change the times.
SCHWEPPES TOMATO JUICE | Gardening Advice | 1961
In 1961, a British commercial that won the Grand Prix at the Cannes advertising festival pretended to be a gardening program. But underneath, it was really an ad for Schweppes tomato juice. It talks about gardening with a completely straight face, and before you know it, it's talking about tomato juice instead.