Ahead of the Olympics, classic Japanese TV advertising

July 29th, 2016

This post has absolutely nothing to do with ecommerce, but a lot to do with Japan…

With the Rio Olympics kicking off next week, it’s good moment to indulge in a bit of fun care of Usain Bolt and official Olympic sponsor ANA. 

We love this piece of Japanese TV advertising because it illustrates so well some of the reoccurring characteristics often seen in Japanese campaigns. 


  • The paramount importance of celebrity endorsement
  • A lack of obvious product benefit claims (none in this case!)
  • High impact execution, catchy music
  • Simplicity, but with very strong brand linkage 
  • Quirky, engaging humor