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10 articles
日清食品 | カップヌードル 担担 ザクザクコリコリ | 2023
Kinnikun comes bursting out of a swamp shouting "Tantaaan!" In his hands, a giant "Cup Noodle Tantan" — and as he charges forward he thrusts his hips while yelling "Zakuzaku! Korikori!" It's a spot-on parody of a legendary commercial from the 1990s, and people in their forties reacted to it all at once.
花王 | 洗濯愛してる会 | 2019
In January 2020, right at the start of the new year, I got hit with a shock strong enough to make me want to restart this blog. Five of the hottest actors around — Matsuzaka Tori, Suda Masaki, Kaku Kento, Mamiya Shotaro, and Sugino Yosuke — talking about laundry with total seriousness for 60 seconds. It felt like I'd just watched two whole dramas.
JINS | はじめてのJINS | 2015
Just three seconds. But those three seconds are incredible. Yui Aoi's expression from 0:15 to 0:18 is simply irresistible.
earth music&ecology | 合唱 | 2015
Aoi Miyazaki singing Miyuki Nakajima's "Nobody Is Right" — that alone could have carried the whole commercial. And yet something about it bothered me.
三井不動産 | 芝浦アイランド | 2015
SMAP appeared in this commercial as voice-only talent, which was quite a lineup. In the ad, they say "please search for Shibaura's island," pointing viewers toward the brand's website.
au | LISMO Fes! | 2010
Around the 0:22 mark, there's a moment where Haruna Kawaguchi opens her mouth wide, and it's unbelievably cute. Her charm from back when she wasn't as famous as she is now is all packed into that single instant. Whoever on the crew captured that moment did an amazing job.
ソフトバンク | ブラッド・ピット&キャメロン・ディアス シリーズ | 2006
I remember the first time I saw this on TV, I actually said "whoa" out loud. You could feel the sense that SoftBank had bought Vodafone and was coming out swinging at the market, and then boom, there's Brad Pitt and Cameron Diaz. It's a commercial that's purely about looking cool, nothing else. And it taught me that sometimes just being cool is enough.
富士ゼロックス | HUMAN BEATBOX | 2004
In 2004, a man appeared on TV making the sounds of drums, bass, and scratching, all with just his mouth. The word "human beatbox" wasn't something anyone knew back then. That feeling of "what is this?" flowed straight into living rooms across the country.
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.
NTTドコモ | ポケベル「はじめる」 | 1996
In 1996, a 15-year-old girl lying on an octopus slide in a park, humming a little tune, appeared on TVs across Japan. "I got a pager for my birthday," she said in a sweet, slightly lisping voice. Her name was Ryoko Hirosue, and this commercial turned her into an instant star.