Best Japanese Commercials of 2017: A Year of Kawaii, Innovation, and Heartstring-Pulling Stories

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Best Japanese Commercials of 2017: A Year of Kawaii, Innovation, and Heartstring-Pulling Stories

Ah, Japan! The land of mesmerizing cherry blossoms, meticulously crafted ramen, and commercials that are… well, let's just say unlike anything you've ever seen. As a dedicated admirer of Japanese aesthetics and design, I find myself consistently captivated by the creativity poured into even the simplest advertisement. 2017 was no exception, delivering a treasure trove of miniature masterpieces that were funny, heartwarming, and sometimes, downright bizarre. Join me as we delve into some of the most memorable Japanese commercials of that year, exploring the trends, the humor, and the sheer artistry that makes them so special. Get ready for a delightful journey into the world of Japanese advertising!

Why are Japanese commercials so… Japanese? It's a question that often crosses my mind. I think a large part of it is the cultural embrace of kawaii (cuteness) and the willingness to experiment with offbeat humor. But beyond the surface, there's often a deeper layer of emotional storytelling, a focus on connection and community, that resonates even across cultural boundaries. It's this unique blend that makes them so effective and endlessly fascinating.

A Sprinkle of Kawaii: Cute Characters and Endearing Narratives

Let's kick things off with the undeniable charm of kawaii. It's practically impossible to talk about Japanese culture without acknowledging the pervasive influence of cuteness. And this influence is definitely on full display in many commercials.

1. Nissin Cup Noodle: Hungry Days Aoharu - Anime Nostalgia

Nissin, the purveyors of instant noodle goodness, consistently deliver commercials that are both visually stunning and emotionally resonant. Their "Hungry Days Aoharu" series, starting in 2017, reimagined classic anime characters as high school students, dealing with relatable teenage struggles. The animation is absolutely gorgeous, the stories are sweetly nostalgic, and the product placement is surprisingly subtle.

Think of it: The iconic characters from Heidi, Girl of the Alps transported to a modern Japanese high school. That's the kind of creative reimagining that made this series such a hit. It's not just selling noodles; it's selling a feeling, a memory, a connection to something beloved.

2. SoftBank: Dad Dogs and Family Adventures

SoftBank's "Dad Dog" commercials were already a long-running phenomenon by 2017, but they continued to evolve and delight audiences. The premise is simple: a family, led by a talking white dog as the father figure, navigating the ups and downs of daily life. These commercials are often humorous and heartwarming, showcasing the importance of family bonds and the convenience of SoftBank's services.

What makes them so effective? The sheer absurdity, combined with the genuinely touching portrayal of family dynamics. It's a masterclass in creating memorable characters and weaving engaging storylines around a brand message. The Dad Dog became a cultural icon, a testament to the power of consistent branding and relatable storytelling.

Innovation in Action: Showcasing Cutting-Edge Technology

Japan is, of course, a global leader in technology, and many commercials in 2017 beautifully showcased the latest innovations. They weren't just selling products; they were selling a vision of the future.

3. NTT Docomo: 5G and the Future of Communication

NTT Docomo, a major mobile phone operator, released a series of commercials highlighting the potential of 5G technology. These commercials often featured futuristic scenarios, showcasing how 5G could revolutionize various aspects of life, from entertainment to healthcare. They were sleek, stylish, and aspirational, promising a seamless and connected future.

The beauty of these commercials lay in their ability to make complex technology feel accessible and exciting. They weren't just throwing technical jargon at the audience; they were painting a picture of how 5G could improve everyday life, making it easier, more efficient, and more enjoyable. It was about showcasing the potential more than the product itself.

4. Panasonic: Smart Home Solutions

Panasonic's commercials in 2017 focused on their smart home solutions, showcasing how technology could seamlessly integrate into everyday living. Imagine a home where your appliances anticipate your needs, where lighting adjusts automatically, and where security is effortlessly managed. These commercials presented a vision of a comfortable, convenient, and connected home.

These ads cleverly showcased the practical benefits of smart technology. They weren't just about flashy gadgets; they were about creating a more comfortable and efficient living space. They subtly demonstrated how Panasonic could help streamline daily routines and enhance overall quality of life.

Heartstring Pullers: Emotional Storytelling at Its Finest

Beyond the cute and the innovative, many Japanese commercials in 2017 tugged at the heartstrings with their emotional storytelling. They reminded us of the importance of human connection, the power of perseverance, and the beauty of everyday moments.

5. JR East: The Unwavering Spirit of Tohoku

JR East, the railway company, created a series of commercials promoting tourism to the Tohoku region, which had been significantly impacted by the 2011 earthquake and tsunami. These commercials featured stunning visuals of the region's natural beauty and its resilient people, showcasing the recovery efforts and the enduring spirit of the community. The music was hauntingly beautiful, and the overall message was one of hope and renewal.

These commercials weren't just about selling train tickets; they were about celebrating the strength and resilience of a community. They were a powerful reminder of the importance of supporting local businesses and experiencing the unique culture of the Tohoku region. The commercials were an emotionally resonant call to action, encouraging viewers to visit and contribute to the region's recovery.

6. Pocari Sweat: The Power of Youthful Dreams

Pocari Sweat, the popular isotonic drink, is known for its energetic and visually striking commercials that often feature young people pursuing their dreams. In 2017, their commercials continued this trend, showcasing the dedication, perseverance, and joy of pursuing passions. They were vibrant, uplifting, and inspiring, reminding viewers of the power of youthful ambition.

Pocari Sweat understands its target audience perfectly. These commercials resonated because they tapped into the universal desire to pursue dreams and overcome obstacles. They were a celebration of youth, energy, and the unwavering belief in the possibility of achieving anything.

The Quirky and the Unforgettable: Embracing the Bizarre

And now, for the commercials that defy categorization. The ones that make you scratch your head, smile wryly, and think, "Only in Japan!" These are the commercials that embrace the bizarre, the unexpected, and the delightfully absurd.

7. SUNTORY: Craft Boss Coffee – Office Life with a Twist

SUNTORY's Craft Boss coffee commercials are known for their unique and often surreal portrayal of office life. They often feature a cast of quirky characters navigating the mundane realities of the workplace, with a touch of humor and absurdity. The commercials are visually appealing and consistently memorable.

The appeal of these commercials lies in their relatability, despite their eccentric nature. They capture the everyday frustrations and joys of office life, amplified to a comedic degree. The brand message – that Craft Boss coffee can help you power through the workday – is delivered subtly and effectively, leaving a lasting impression.

8. Daihatsu: The Joy of Driving (Even in Tiny Cars)

Daihatsu, known for its compact cars, often creates commercials that celebrate the joy of driving, even in small vehicles. In 2017, their commercials showcased the versatility and practicality of their cars in a humorous and often exaggerated way. They were a playful reminder that driving doesn't have to be a chore; it can be an adventure.

These commercials understand the appeal of compact cars in Japan. They cleverly highlight the advantages of small size, emphasizing maneuverability, fuel efficiency, and ease of parking. The humor makes the message memorable and relatable, appealing to a wide audience.

Key Trends in Japanese Commercials of 2017:

To wrap things up, let's identify some key trends that were prevalent in Japanese commercials of 2017:

a. Nostalgia Marketing: Capitalizing on popular anime and manga characters for cross-generational appeal.

b. Focus on Emotional Connection: Telling stories that resonate with viewers on a personal level, fostering brand loyalty.

c. Integration of Technology: Showcasing the benefits of cutting-edge technology in a relatable and accessible way.

d. Humor and Absurdity: Embracing unconventional humor to create memorable and shareable content.

e. Celebration of Japanese Culture: Showcasing the beauty of Japanese landscapes, traditions, and values.

Ultimately, the best Japanese commercials of 2017 offer a glimpse into the heart and soul of Japanese culture. They are a testament to the power of creativity, innovation, and emotional storytelling. As a style-japanese enthusiast, I find them endlessly inspiring and a constant reminder of the beauty that can be found in everyday life. From the kawaii characters to the futuristic technology to the heartwarming narratives, these commercials are a true reflection of the unique and captivating world of Japanese advertising.

What were your favorite Japanese commercials of 2017? Share your thoughts in the comments below! And let's continue to celebrate the art of Japanese advertising together. Sayonara!