Method
4 articles
キユーピー | コンビニエント | 2015
This is an ad for a condiment, but it never says "delicious" or "good for you." The only word it says is "convenient." Mariko Takahashi just stands there on screen, and that's it.
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.
TOYOTA | BUGGER | 1999
Small accidents keep happening out on the farm, one after another, and each time someone - or even a dog - just mutters the word "bugger." That's the entire commercial. And yet, before it even aired, it had the client genuinely terrified.
サントリー | 恋は、遠い日の花火ではない | 1994
This line was born in 1994, in the weary air that settled over Japan after the bubble economy burst. It appeared in a commercial starring Kyozo Nagatsuka and Yuko Tanaka—but in the end, it was this copy alone that stuck with people, far more than the renewal message "OLD is NEW" it was meant to carry. I happened to witness that very phenomenon.