![[Nostalgic Commercials] A compilation of commercials that aired in the Showa era](https://i.ytimg.com/vi/XFiccrmQpH8/hqdefault.jpg)
[Nostalgic Commercials] A compilation of commercials that aired in the Showa era
TV commercials vary by era, and when you see them again after a long time, many of them feel nostalgic, don’t they?
In particular, from the 1970s to the 1980s—the latter part of the Showa era—many distinctive commercials were aired.
Catchphrases used in those ads were chosen as buzzwords, and songs featured in them became huge hits, making quite the splash in various ways.
In this article, we’ll introduce a whole collection of those nostalgic commercials from the Showa period.
They range widely from spots with a completely different flavor than today’s commercials to ones that have become enduring classics even now, so please take your time and enjoy.
[Nostalgic Commercials] Compilation of Commercials Aired in the Showa Era (1–10)
Japan Coca-Cola I feel Coke
Among Showa-era commercials, the 1987 Coca-Cola ad is especially acclaimed as a masterpiece in the advertising world.
Its nostalgia-filled footage, packed with the atmosphere of the time, will likely bring memories flooding back at a single glance.
The background song “I feel Coke 87” is also a timeless classic among commercial jingles, and it drew attention again in 2023 when a cover version of the song was featured in a new commercial.
Japanese National Railways ‘A Good Day to Set Out’ Campaign
This is a TV commercial from the Japan National Railways’ “A Good Day to Set Out” campaign, broadcast in 1978.
Multiple JNR trains appear, making it a delightful video for railway enthusiasts.
The background music is another highlight: the song ‘Good Day to Set Out’ was created specifically for this commercial.
After its release, it became one of Momoe Yamaguchi’s signature songs and has continued to be cherished as a classic of the Showa-era pop canon.
Hitachi, Tree of Hitachi
It’s not a product commercial, but a corporate/group ad.
If I say the commercial with the big tree, you probably know which one I mean.
You can always see it at the end of “The World’s Mysteries.” That tree is a monkeypod located in Moanalua Gardens on Oahu, Hawaii.
It’s 25 meters tall and an impressive 40 meters wide.
Some of you might say, “I’ve seen it in Hawaii.” The phrase “Everyone gathers, everyone contributes, and we take on something new” has remained unchanged for a long time.
It’s a commercial jingle that even kids can’t help but sing.
Renown
This is a commercial that promotes the apparel maker “Renown” with a light, breezy vibe.
The CM song ‘Wansaka Musume’ is well-known, and it really conveys the excitement of dressing up in stylish fashion.
The light-footed dance that goes with the song is also memorable, lively capturing the fun of fashion.
While the name Renown and the high energy come across, by deliberately not depicting anything else, it leaves viewers wondering what kind of company it actually is.
Meiji Suginoko Village
Kinoko no Yama and Takenoko no Sato are still on the market today, but if you were born in the Showa era, you might remember there was another snack in the family.
That was Suginoko Mura.
This is a commercial for Suginoko Mura that aired in 1987, and many of you may have felt nostalgic watching it, thinking, “Oh right, there was a snack like that!”
Fujifilm Fujicolor N100 Let’s capture the New Year
The long-beloved Fuji Color staple commercial series “Let’s Photograph the New Year” dates back to 1966, when it first began airing.
From 1978, Kiki Kirin was cast in the commercials, and many people likely remember the Fuji Color ads in which she appeared.
House Foods Vermont Curry: “Hideki, I’m thrilled!”
The TV commercial for House Foods’ Vermont Curry that aired in the 1970s.
It’s a product that still exists, and they still run commercials for it, right? Among the many versions over the years, Hideki Saijo served as the image character from 1973 to 1985—an impressive 13 years.
And of course, “Hideki, kangeki!” is a catchphrase that will go down in history.
I think it’s a commercial that deserves its place in history.
Maruzen Oil: Oh! Moretsu
Hearing the name Maruzen Sekiyu might not ring a bell for younger generations, but many people recognize Cosmo Oil.
Today’s Cosmo Oil was formed by the merger of Maruzen Sekiyu, Daikyo Sekiyu, and the former Cosmo Oil.
In a commercial for Maruzen Sekiyu’s leaded premium gasoline “Maruzen Gasoline,” a woman dressed as a slightly sexy race queen appears.
She is Rosa Ogawa, who was active as a model and actress.
After speeding along with the wind, she uttered the sexy phrase “Oh! Mōretsu,” which became a huge talking point.
The phrase later influenced other commercials and even the title of a Crayon Shin-chan movie, becoming a line that stuck in many people’s minds for years.
Daiichi Sankyo Healthcare Regain ‘Badge of Courage’
This is the “Mark of Courage” series of commercials that became a hot topic for the catchphrase “Can you fight for 24 hours?”—which even became a buzzword at the time—featuring actor Saburo Tokito appearing as “Ushiwakamaru Saburota” in an Ushiwakamaru costume.
The CM was so popular that a CD was even released under the name Ushiwakamaru Saburota.
You could say this was also the point where the cool actor Saburo Tokito began to take on a more comical, lighthearted image.
Maruman H&B Smoking Cessation Paipo
This is a commercial for Maruman H&B’s smoking-cessation aid “Kin’en Paipo.” It features testimonials from people who successfully quit smoking using the product, and it’s unique in that the final testimonial has nothing to do with quitting smoking.
That last line, “I quit my company because of this,” was selected for the Popular Award in the Buzzwords of the Year Awards in 1985, and it’s said that even children who didn’t understand its meaning imitated it.
The indescribable expression as he gazes at his raised pinky finger also draws attention, along with the phrase.