Japanorama – Gloomy Bear

What are you thinking of Japan – Hiroshi Sasaki

Author: John McCreery

When I think of Hiroshi Sasaki, the first thing that comes to mind is my favorite Japanese beer advertising. They went to the Kirin Ichiban Shibori beer. Kirin Ichiban Shibori is the answer to the Asahi Super Dry, which turned the beer industry and displaced head Kirin Lager No. 1 position in the beer market in Japan. According to Sasaki, the name came from a chance remark in a client meeting, when someone on the client said: "It could be a little more expensive than do, but how about a beer Ichiban Shibori, the first pressing of the spray. "Ichiban Shibori" has long been a marker of quality good beer, but Japan has never been applied to beer. Sasaki, however, does not belabor the point. He had noticed that since the launch of Super Dry beer advertising always seemed to end with a celebrity drinking beer and saying something about your taste. Sasaki and his team decided the pure pleasure of this great first sip of beer. The result was a series of ads in which the actor Ken Ogata has taken a sip of beer, smiled contentedly and said: "Aa, ureshii" (I'm so happy). It was made almost twenty years, but I can not make this line in my head, and my favorite is the Japanese Ichiban Shibori beer.

Born in 1954, Sasaki, Maki in June, a graduate of Keio University. After joining Dentsu, spent six years as an account executive before taking an internal review and become a writer. After the increase the position of executive creative director at Dentsu Creative Planning Center in 2003, became the head of a new boutique Shingata Dentsu Group.

When I started writing this piece, the line comes into my head, "You can call Mr. negative." But this is not because it is a Sasaki acid or dark character. On the contrary, the person we met in his writing and speaking of his work is a very nice guy, actually. Although clearly proud of their accomplishments, always lots of praise, not only in the people he worked with, but also against those who participated. He talks about how he likes to drive a talented team with a rival and how you feel energized to get to work with their subordinates. That "Mr. Negative is that the first and last I read he stressed the importance of starting position of weakness rather than strength. In describing his leadership style, described himself as evil and willing to play Kobak (crazy) to encourage their subordinates.

At a conference in 1992 (revised 2000) to a group of young aspiring writers, describes announces the launch of a product self introduction. He then pointed out that while clients who spent years and fortunes in a product that they are very proud always want trumpet their virtues, the person really likes someone who is saying: "I am perfect, is not that great." false humility, but is not working well. Suppose, eg a beautiful Japanese woman, the daughter of a wealthy family and graduated from the University of Tokyo, said: "I'm just a normal girl who likes to socialize with my friends. "Those who hear this introduction is sure to roll your eyes. The trick is to recognize a weakness, but to do so in a charming way.

Therefore, when asked to find a successor to a long word used by Fuji TV, "If it is not fun, it's not Fuji TV," which came with "If you're Tired of TV, Fuji TV. "For a campaign, developed the" life is possible without looking Fuji TV "The Toyota Corona was the second oldest and the model seen by young Japanese as a parent or grandparent of the car. But the team of Sasaki a solution is not in-your-face "that is not your father Crown." They came with Mr. Crown, "lack of spirit in search of a good business teachers, whose comic heat called for a brand new generation of Japanese drivers tired of the industry Automotive usual pompous proclamations. Later, KDDI, Japan No. 2 telecom, your computer came with titles like "When you're No. 2 can be a little crazy "and" Companies drilling ads are almost always boring companies, "No. 1: NTT skewering.

Locked up and only one stupid, stupid enough to be very charming. Unsold, pure seduction. Yes, Sasaki said, advertising is a love story.

About author:

John McCreery is an anthropologist who lived and worked in Japan since 1980. For thirteen of those years was editor and creative director of Hakuhodo Incorporated, the second largest advertising agency in Japan. In 1984, he and his wife and business partner Ruth McCreery founded The Word Works, a supplier of fine translation writing, research and advisory services to business enterprises in Japan. Can John also find articles from the TalentZoo. com site small ads without borders.

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