Posts Tagged advertising

Jul
21

Brilliant Japanese coffee commercials

Posted by on Monday, 21 July, 2008

The best commercials on Japanese TV recently are the coffee commercials, in my opinion (that is, if you don’t include the Softbank commercials, of course, since they are in a class by themselves)

Lately, two coffee brands stand out; JT Roots and Georgia. 

Here’s my current favorite JT Roots commercial:

I don’t think I need to explain or translate anything, it speaks for itself. Brilliant, poignant, true, and touching!

Georgia coffee have also made some great commercials lately. Unfortunately I cannot find my favorite Georgia coffee commercial on Youtube, so I have to post my second favorite:

(To summarize in English if you didn’t get it – the guy drinking the coffee gets so into it that he dreams about singing a song dedicated to the coffee, only he’s actually singing out loud and his colleague wakes him up saying “that’s a great song!”)

My favorite is the one where the guy fantasizes about meeting his grandmother. You can find it on the Georgia website here: http://www.georgia.jp/info/cm/heaven/

Jan
22

Over-priced chocolatier Noka coming to Japan

Posted by on Monday, 22 January, 2007

Noka Chocolate
On 30th of March this year, new fashionable shopping/business/leisure district Tokyo Midtown opens in Roppongi, Tokyo (it’s situated in the old Self-Defense Force Agency Headquarters location between Roppongi and Akasaka).

I browsed through the list of shops which are to open in the complex, and one of them was, to my big surprise, Noka Chocolate. If you haven’t lived under a rock without Internet-access for the last few months you would know that this is a Texas-based chocolate company who produces ridiculously over-priced chocolates with, if you believe their critics, little to no value added to the original chocolate bars they buy from France.

You can read the whole expose on Noka Chocolate here: Dallas Food expose on Noka Chocolate
and there are various of other sites commenting on this:
Slash Food, Boing Boing, Crunchgear

So, the “the world’s most expensive chocolate” is coming to Japan. It’s been here before, temporarily, as part of various department stores’ Valentine’s Day specials (for instance at Mitsukoshi), but now they are also opening up shop permanently. I did a quick search in Japanese for ノカ チョコレート (Noka Chocolate) and did not get any relevant hits commenting on the recent news, but only links to where you can buy it, and some reviews: Enjoytokyo reviews Noka Chocolate (To sum up this review, the reviewer was impressed by the luxurious packaging, the high price and a deep, dark, bitter taste.)

Unfortunately, I think the Japanese will flock to this new store and happily line up to get a piece of the exclusive goodness which they promise their customers. The brand image is extremely attractive for the Japanese market, it has a definate “high end” and “exclusive” air to it; which Japanese will literally eat up (pun intended). Secondly, the price. The price will probably be ridiculously high, as it is in the US as well. I think they will manage to squeeze out another few 100% mark-up just for the Japanese market – and if there is anything that Japanese consumers are suckers for, it is exclusive brands which are highly priced.
“Price = Quality” in the minds of many Japanese shoppers which plays right into the business plan of Noka…

Of course, I have nothing personally against Noka – if their business works and they make money from it, fine – but I do not approve of shady business practices where companies are not honest about what they do and do not do.

Dec
13

It’s not your fault, Kimi

Posted by on Wednesday, 13 December, 2006

Softbank are running yet another brilliant ad right now. This time, it’s an ad for the new gold plan which entitles free calls between Softbank users weekdays beteen 1 and 9 PM.

Summarized translatiion:

Girl 1: Ok, call me later, before nine.
Girl 2: Yeah, I’ll call your cellphone, until nine, right.
Girl 3: We’ll call you too, Kimi.
Kimi : No, no, you don’t have to bother calling me, it costs money!
Girl 2: Oh right, you don’t use Softbank.
Kimi: Sorry!
Girl 2: No, no, it’s not like it’s your fault or anything.
Girl 3: Yeah, don’t worry about it, really!

This is my new favorite. It almost beats my old favorite one, the commercial which started the Yosogai hype

Jul
17

Kiefer Sutherland digs Calorie Mate

Posted by on Monday, 17 July, 2006

Japan is infamous for paying big bucks for Hollywood stars to come over here and participate in various commercials, ranging from consumer loans (Beckhams), coffee (Tiger Woods et al), cars (everyone) and diet supplements (Kiefer Sutherland). I don’t really know why this type of advertising is so successful here; I guess regular people love to identify with celebrities and if they can eat/drink/do something which a big shot superstar also endorses (albeit only in a commercial) they will happily use it.

These Calorie Mate commercials with Kiefer Sutherland in his Jack Bauer role (24) are a bit old, but they are so hilarious. Thanks to Tokyo TImes for reminding me of them.

Jack struggles through a packed women-only train in rush hour:

Jack politely refusing a souvenir from his partner during a chase:

Jack has some trouble with a loaned vehicle during a pursuit:

Feb
24

Jason Kottke switches to skyscraper ads

Posted by on Friday, 24 February, 2006

A-List blogger Jason Kottke has recently given up his “pro” blogger status by stopping his micropatronage (i.e. donations from subscribing readers) and settled for a more “normal” blogging approach, namely advertisements.

Check out the new look of Kottke’s site here.

(via Waxy.org)




[EDIT] In case you didn’t get it, this was sort of an inside joke by Mark Wilkie. Kottke is also catching some flak from other directions for what some call his “abandoning” of his patrons.