Posts Tagged: Japan

Mar 10

Hugh Jackman cuts a Japanese beer commercial

hugh jackman asahi super dry commercial screenshot

A screenshot of Hugh Jackman's Asahi Super Dry TV commercial

The internationally recognized Australian actor, Hugh Jackman, well known for his portrayal of the character Wolverine in the hit movie series “X-men” (based on the comic book series), and also “Sexiest Man Alive” according to People magazine (2008) has a Japanese television commercial for Asahi Super Dry beer.

The commercial shows Jackman and a couple other men dressed in business suits running up stairs to a rooftop heliport to greet an older male (presumably a higher ranking executive). After Jackman shakes the older man’s hand, a voice over says what loosely translates into “High class is dry taste”.  Typographics in Japanese kanji “辛口” (Dry taste) appear on screen, which is then followed by what appears to be a rooftop beer party. Watch the commercial on the link below.

Note – Contrary to popular belief, a commercial featuring Jackman dancing in a lobby, rooftop, and elevator of a hotel (which appears to be in Japan, based on katakana and kanji appearing in the commercial) for Lipton teas is not an actual Japanese commercial. Also note, that he is slated to start filming the movie Wolverine 2 in Japan sometime in the near future, if not already.

See the Hugh Jackman Asahi Beer commercial here via YouTube

Nov 09

World Series MVP Matsui on Fire with advertising blitz

Hideki Matsui of the New York Yankees was just named MVP of the 2009 World Series after winning the championship, in the new Yankee Stadium. But the baseball star, also known as “Godzilla” is also big in Japan as some sort MVP of advertising celebrity icon as this advertisement billboard, one of a whole series of ads for Kirin’s FIRE brand of coffee, shows. This ad says in the main copy “ボデイが強い。(bodei ga tsuyoi)” which translates as “A strong body” in referring to the “body” of the coffee while also referring to Matsui as well as the silouette of the king of all monster movies himself, Godzilla. The copy on the right reads ”10年目のNew Fire” which translates as “A New Fire of the decade” followed by “直火仕上げ (jikabi shiage) directly translated says “Finished by flame” but probably means “Fire Roasted”.
This series of Matsui Kirin “Fire” coffee advertisements can be found on billboards, the side of buildings, posters inside train cars, magazines and other published media as well as tv commercials and has been used since the tail end of August, throughout Japan.

The concept is that this new FIRE coffee has a strong and bold flavor for strong and bold men (the TV commercial address the men of Japan with the classic Godzilla theme song playing in the background) On an interesting sidenote, Matsui’s jersey number, which he has had from his professional league days in Japan to his current stint in New York, has always been 55, which in Japanese can be read as GoJu Go or Go Go (five five). Coincidentally the rock band Blue Oyster Cult had a hit song in the mid-70’s based and titled after the monster “Godzilla” where the chorus of the song was “Go, Go Godzilla”. But whether Matsui is selling or swinging, you can bet he is hoping for a “monster” hit.
Japanese advertising frequently use non-Japanese celebrities and popular media figures, as a quick search on YouTube or google for that matter will reveal. Others who have appeared in Japanese commercials and advertisements are Brad Pitt, Cameron Diaz, Tommy Lee Jones (also selling coffee), Jennifer Lopez, Catherine Zeta Jones, Robert DeNiro, Arnold Schwarzenegger and Richard Gere, to name but a few. Japanese commercials, supposedly pay as high as a Hollywood film for big name stars.

Oct 08

Axe chocolate scent for men advertising in Japan

Axe bodyspray Wanted poster advertisement poster Chocoman

Axe bodyspray Wanted poster advertisement poster Chocoman

Axe body spray has a new Chocolate body scent. The ads posters that I found posted in Shibuya near Tower records were designed to look like a “Wanted” poster featurning a grinning and if you ask me, a somewhat creepy face of a Chocolate boy and behind him some cleavage.

A whole wall was plastered with these posters. It is a pretty commmon practice in Japan to fill a whole wall with the same exact ad. (FYI- This practice is also done with TV commercials on occasion when they play the same exact commercial one after another. )

The copy reads as follows:
WANTED (in big bold letters)
Chocoman (in Japanese katakana チョコマン; in much smaller letters above the photo of the grinning Chocoman)
Reward undecided. (賞金変動中; With a 7 digit line of question marks lined up preceded with a Yen sign.)

Below that in smaller copy it suggests that the viewer scan a “barcode” with their mobile phone:
The first step in obtaining reward (賞金獲得の第一歩 with an arrow pointing to a Japanese cell phone scan barcode).

These mobile/cell phone barcodes are a pretty common site on a lot of advertising in Japan. It usually offers some benefits in the form of discounts, samples, and other rewards simply by scanning the code and entering you cell phone email.
The barcode itself isn’t really a barcode, but more of a square grid resembling a digital inkblot.

This ad campaign also features TV commercials which appear to be exactly the same as the one shown outside of Japan (North America, etc.) featuring a chocolate man walking around being chased and randomly bitten by females in his vicinity.