A roundup of Sapporo Beer commercials. Pay attention to the taglines and direction, too!
Sapporo Breweries, a beer maker born in Hokkaido.
In addition to Black Label and Yebisu, its distinctive lineup—like Hokkaido-exclusive Sapporo Classic—is part of its appeal.
In this article, we’ll showcase all of the Sapporo Beer commercials produced to date.
The catchphrases and stories tailored to each product concept are highlights as well, and many of the ads are likely memorable.
Keeping those points in mind, take this opportunity to sit back and enjoy them.
Sapporo Beer commercial roundup: pay attention to the taglines and direction too! (1–10)
Let’s have a drink here.NEW!taka ando toshi
This commercial conveys gratitude for hops and potatoes grown in Hokkaido through the vast landscapes of farmland.
It depicts, with appreciation, the idea that delicious beer and potato chips are born from the region’s rich nature, and that Calbee and Sapporo Beer are supported by it.
The music that enhances the grand yet warm atmosphere shown in the footage is “Koko de, Nomou yo.” sung by Taka and Toshi.
It’s a song that seems to portray the warmth of time spent with loved ones, and its gentle vocals convey a sense of comfort.
Dream FlowerEn Hiroshi
This is a commercial for a strong-flavored lemon sour featuring Tsuyoshi Muro.
The catchphrases tied to the product name—“Go bold with lemons and life” and “It’s delicious because it’s strong”—leave a strong impression.
Seeing Muro on stage as the vocalist of a rock band conveys the importance of wholeheartedly enjoying what you love.
It’s a message-driven ad that layers the richness of flavor with the richness of one’s way of life.
When it shinesHitsuji Bungaku
It portrays the athletes running the Hakone Ekiden from the sash’s point of view while delivering powerful messages of support.
The key point is that it’s footage unique to the sash’s perspective, and the dynamic movement vividly conveys the athletes’ hard work.
Further highlighting this supportive stance depicted in the video is the song Hikarutoki by Hitsujibungaku.
Its distinctive blend of airy soundscapes and a strong, driving rhythm evokes the image of pushing forward toward one’s ideals.
It’s fine just the way it is, baby.T-junctions
This commercial portrays people spending their own time in a bar, while also highlighting the presence of Sapporo Lager Beer that supports that sense of fulfillment.
With the theme “Bottled Beer in Your Life,” it gently conveys the desire to preserve and develop bar culture.
The song that further accentuates the relaxed moments and calm atmosphere depicted in the visuals is T-Jiro’s “Kono mama de ii no sa baby.” Its easygoing rhythm and vocals tinged with a hint of languor evoke the image of moving forward at a carefree pace.
I Want You BackNEW!The Jackson 5
This commercial shows Kazunari Ninomiya enjoying barley and hops, and uses his impressions to straightforwardly highlight the delicious taste.
With a bright background that evokes the packaging, his smiling presence and the unadorned words that convey its appeal express a deep, nuanced flavor.
The song that further accentuates the bright mood depicted in the footage is The Jackson 5’s “I Want You Back.” Its cheerful rhythm and sound, along with the bright vocals, leave a strong impression and convey a positive feeling throughout.
Shine a light on me so much that it leaves me bewildered.Sambomasutā
Sambomaster’s “Tomadou Hodo ni Terashite Kure” was released in 2025 and is a song that strongly conveys a message of encouragement.
Its driving rhythm and layered, airy guitar tones are striking, evoking a tenderness within its power.
The message that everyone deserves to be happy and that we should make our lives shine clearly delivers courage.
The song was used in Sapporo Black Label’s commercial as the theme for the “Adult Elevator” campaign, and through Sambomaster’s powerful performance, it invites reflection on what it means to be an adult.
IchibanboshiTRIPLANE
This song is included on TRIPLANE’s first mini album, Ichibanboshi, which was released in 2011.
Since all the members are from Hokkaido, the song was chosen as the image song for Sapporo Beer’s Hokkaido-area-only commercial, “Cheers to Hokkaido’s Dreams.”