Traditional wisdom says that Japanese ads are softer and appeal to the emotions than to the intellect like the Western ads.
Showcasing the new face of Japanese advertising, Hitedo Yagi, Creative Art Director, Dentsu Tokyo remarked that Japanese consumers do not like comparative advertising. The reason could be the close-knit nature of the Japanese business and advertising communities. Even today, Japanese ads are simple, emotional and appealing. “Japanese advertising not only conveys different emotions, but also leaves the audience with a positive and warm feeling in the mind,” said Hitedo.
One of the biggest ad campaigns for the Japanese brand Nodogoshi was about fulfilling dreams. The TVC highlighted the dream-come-true-situation of a common man, where he is shown shooting with actor Jackie Chan in all the fight sequences that are typical of a Japanese movie.
An example of liberation wrapper campaign for Freshness Burger reconfirmed the fact that though the times are changing in Japan, they still keep in sync with their cultural fabric. The liberation wrapper freed women in Japan from the spell of ‘Ochobo’, which expects women to cover their mouth while eating in public. The wrapper served with the burger is designed in such a way that it doubles as a face mask while eating in public. Just one month after its implementation, sales of the Classic Burger to women were up by 213 per cent.
Hitedo Yagi shared his views at the EPICA Awards 2014, which were held in New Delhi on January 24, in association with exchange4media. The presenting sponsor of Epica was the Patrika Group and the associate sponsor was Colors.