A collection of Suntory BOSS commercials. The humorous direction is part of the appeal.
Suntory’s coffee brand, BOSS.
In addition to canned coffee, they also offer bottled coffee, and many of you have probably bought one from a vending machine or a convenience store.
When it comes to BOSS commercials, their charm lies in humorous direction—most notably the Alien Jones series starring Tommy Lee Jones.
In this article, we’ll introduce all the BOSS commercials produced to date, so please enjoy.
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Compilation of Suntory BOSS commercials: the charm lies in their humorous direction (21–30)
Suntory PRIDE OF BOSS “Senior in the Boss Jacket” Version
Set to a classic hit by Eikichi Yazawa, this heartwarming commercial portrays senior construction worker Yutaka Matsushige and his junior, Pistol Takehara, at a construction company.
When a cherished jacket belonging to the senior gets a hole, the junior presents him with a new one as a retirement gift.
The senior tries to refuse, saying, “Don’t worry about it,” but the junior replies, “It’s a giveaway, so it’s fine,” smoothly segueing into a campaign announcement.
In the end, the ad also conveys a distinctly Japanese spirit of cherishing one’s belongings with the line, “In this country, there are times when things that are worn and dirty are beautiful.”
Suntory BOSS Godzilla “GO YOUR WAY” version
Godzilla, the iconic kaiju character representing Japan.
Suntory BOSS is celebrating his 70th anniversary with the “GO YOUR WAY” edition.
It makes extensive use of footage from past works, resulting in a piece that conveys a sense of history.
Also noteworthy is the background music, which mixes the Godzilla theme with “Happy Birthday to You.”
A roundup of Suntory Boss commercials: the charm lies in their humorous direction (31–40)
Suntory BOSS Alien Jones Earth Investigation Series: “Appearance” Episode
The BOSS canned coffee commercial series that starts with “The inhabitants of this planet…”—the ‘Alien Jones’ Earth Investigation Series’—made quite a splash thanks to Tommy Lee Jones’s appearance and the alien premise, and it felt like one funny ad after another kept coming out.
The series has been on the air since 2006, which makes you think, “Wow, it’s been running since that long ago?” There are so many commercials that it’s one of those series that makes you go, “Oh right, I remember that one!” and feel nostalgic.
In this commercial from the 2013 “Alien Jones Earth Exploration Series,” members of SMAP, who were active at the time, appeared as themselves and drew a lot of attention.
Two SMAP songs were used as the CM songs, and in the latter half’s concert encore, the classic “SHAKE” was featured.
A commercial for “BOSS Gran Aroma” that aired in 2013.
The members of SMAP, who were active at the time, appear in the ad, and their noses grow longer to highlight the aroma of the coffee.
The background music uses SMAP’s famous song “Sekai ni Hitotsu Dake no Hana” (“The Only Flower in the World”), playing on the Japanese wordplay between ‘hana’ meaning ‘flower’ and ‘hana’ meaning ‘nose.’
This is a commercial for “BOSS Luxury Low-Sugar × Black Low-Sugar” that aired in 2013.
It became a hot topic for featuring a star-studded cast including Nao Omori, Ai Hashimoto, and Hidetoshi Nishijima.
In the latter half of the commercial, the Italian song ‘Parole, parole’ is used as the background music, adding a stylish European flair.
Suntory BOSS Rainbow Mountain Blend Alien Jones “Equipment Manager” Version
A commercial from the 2014 “Alien Jones” series.
In addition to Tommy Lee Jones as Alien Jones, former professional baseball player Yusaku Iriki appeared, which became a hot topic.
The background music uses Tulip’s classic hit “Seishun no Kage,” which is sure to bring tears to your eyes.
Suntory BOSS Rainbow Mountain Blend Alien Jones “A Street Corner Where Lovers Get Wet” Edition
The BOSS commercial that aired starting in September 2015.
In addition to the familiar Tommy Lee Jones as Alien Jones, actor Takeshi Ukaji and comedian Asako Ito also appeared, which became a hot topic.
The background music used was Masatoshi Nakamura’s “Koibito mo Nureru Machikado” (“A Street Corner Where Lovers Also Get Wet”), and it features a pun on “koi” meaning both “love” and “carp.”
Suntory BOSS Alien Jones’s Earth Investigation Series: “Hokkaido Shinkansen” Edition
In this commercial, in addition to Alien Jones, enka singers Sayuri Ishikawa and Saburō Kitajima appear.
The premise is that Alien Jones is conducting a survey on Earth while working on the Hokkaido Shinkansen construction.
In the latter half of the commercial, Saburō Kitajima sings a line from his own song “Onna no Hakodate,” which lends it an emotional touch.
Suntory BOSS Alien Jones’ Earth Investigation Series: “Chūshingura” Episode
A commercial from the “Alien Jones” series that aired starting in November 2018.
The premise is that Alien Jones is conducting an Earth survey during the era of Japan’s Chushingura.
The background music uses “Fubue Furin Kazan – Moyuru Nichirin,” which was also featured in the NHK Taiga drama “Furin Kazan,” giving it a period-drama atmosphere.