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[Nostalgic Commercials] A compilation of commercials that aired in the Showa era

Editor-in-Chief, RAG MUSICHane Keisuke
Editor-in-chief of RAG MUSIC. JFC-certified fact-checker. After working in a music studio and handling wedding sound, joined the RAG MUSIC editorial team in 2016. Experienced with a variety of instruments: marching band in elementary school, clarinet in junior high school wind ensemble, and drums in a band from high school onward. Drawing on my own musical activities and the experience gained through my work, I produce daily articles, including various song introductions, features on music festivals around the country, and live reports. In music, I enjoy not only rock from Japan and abroad but, lately, a wide range of J-pop as well.
A Vocaloid producer who is also a music writerAraki Jakkan
I’ve worked in a variety of roles—regardless of pro or amateur settings—including live event PA, cameraman for video and photography, restaurant staff, and logistics center staff. I now spend my days as a part-time writer. I’ve contributed to music and manga websites with feature/review articles, and wrote the liner notes included as a bonus for 1st PLACE Inc.’s “IA SUPER BEST.” As for my music background, I started playing guitar in junior high and focused on band activities during my school years. For over 15 years since then, up to the present, I’ve continued releasing original tracks as a Vocaloid producer. My areas of expertise are Japanese rock, Vocaloid, and manga.

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] A Compilation of Commercials Aired in the Showa Era (11–20)

Yoshinoya: “Tomorrow will be a home run.”

Showa era, Yoshinoya commercial: 'You did it, Dad! Tomorrow will be a home run.'

This commercial showcases Yoshinoya’s history and dedication through song, set against the cherished catchphrase “Fast! Tasty! Cheap!” It ends with a scene of bringing a treat home for a child, and the line “You did it, Dad—tomorrow I’ll hit a home run” highlights the joy of getting to eat Yoshinoya.

With even a young baseball player delighted, the ad conveys a sense of supporting energy and vitality.

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Taisho Pharmaceutical Lipovitan D “Swordfish Fishing” Version

[Nostalgic Commercial] Lipovitan D “Marlin Fishing” (1988)

This commercial showcases the power of Lipovitan D, which supports you when it really counts, by placing it in situations where strength is needed.

On a ship tossed by rough waves, accompanied by the familiar shout of “Fight! Ippatsu!” they reel in a gigantic marlin.

By clearly showing just how big it is, you can really feel that the power has been unleashed.

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Fumakilla Kadan

Fumakilla Kadan

This commercial introduces Fumakilla’s Kadan, which helps prevent pests and plant diseases—the headaches of growing flowers.

It uses a light, catchy song to show which pests appear and how they affect plants, creating a memorable contrast between the breezy tone and the unpleasant subject matter.

By describing a variety of symptoms, it also conveys confidence that the product can reliably prevent them.

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Maxell video cassette: “Art is an explosion.”Taro Okamoto

1981 commercial: Maxell videotape — “Art is an explosion” — Taro Okamoto

Taro Okamoto’s phrase “Art is an explosion,” which is now incredibly famous, actually first appeared in a Maxell commercial.

It had a simple setup: Okamoto, dressed in a white suit, playing a white piano with intensity, and then delivering that line—but the impact was tremendous, wasn’t it?

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Weekly Shincho

Weekly Shincho commercial

This is a straightforward commercial announcing that this week’s issue of the weekly magazine Shukan Shincho, published by Shinchosha, is now on sale.

Set to a lighthearted soundtrack, the simple visuals show Rokuro Taniuchi’s cover art without mentioning the contents, which actually piques your curiosity about what’s inside.

The lively voice of a child telling you it’s on sale is also an important touch that conveys warmth.

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Yamaha TownySadao Watanabe

1980 commercial - Yamaha - Yamaha Towny - Sadao Watanabe

This is a commercial where a construction worker, who happens to spot Sadao Watanabe riding a Yamaha Towny, can’t help but feel envious.

The way he observes every little detail with envy, and the confident way Watanabe responds, clearly conveys that this is a bike everyone admires.

The music used is Sadao Watanabe’s “Ngoma Party.” Its light, wind-instrument-infused sound is striking, and it perfectly evokes a refreshing, summery atmosphere.

With its structure that lets various instruments take turns in solo spots, the track exudes a joyful vibe.

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[Nostalgic Commercials] Compilation of TV ads aired in the Showa era (21–30)

TOTO Washlet TV Commercial 1982Jun Togawa

30s Jun Togawa commercial, 1982, TOTO Washlet: 'Even your butt wants to be washed.'

This commercial introduces what a washlet is, with Jun Togawa talking about the thoughts behind it.

It suggests that just as it’s natural to wash your hands with water when they get dirty, you should rinse rather than wipe with paper.

The depiction of paint being applied to a hand and then wiped with paper clearly conveys the necessity of washing.

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