[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.
- Catchy Showa-era commercial jingles. Introducing famous songs recently featured in commercials, too!
- [Funny Commercials] Hilarious! Memorable Ads
- Catchy commercial jingles. A roundup of those songs grabbing attention in ads!
- Unforgettable! Memorable commercial jingles. Popular commercial songs.
- [Kansai Region Local] A compilation of local commercials broadcast in Kansai
- [From timeless classics to the latest hits] A roundup of catchy commercial songs
- Compilation of candy commercials: from the latest to nostalgic ones
- Nostalgic commercials from the 2000s: revisiting ads that left a lasting impression
- Funny commercial song. Popular funny commercial songs.
- Commercial songs from the 70s. Nostalgic TV commercial jingles.
- Shampoo commercials: A roundup of popular products’ ads from each manufacturer
- [I want to hear it again!] Songs from Suntory commercials. Popular commercial jingles
- Commercials by Coca-Cola Japan: A collection of ads for popular products like Coke and I LOHAS.
[Nostalgic Commercials] Compilation of TV ads aired in the Showa era (21–30)
Citizen Watch Lighthouse 1987
This is a commercial for Lighthouse, known for its appealing simple, traditional design, which had been on sale since 1986.
The scene where a woman extends her arm wearing a Lighthouse watch out of a car window to call out to a man is especially striking, isn’t it? The BGM in this commercial is Kenjiro Sakiya’s 1987 song “Mou Ichido Yoru o Tomete” (“Stop the Night Once More”).
Its lyrics, poignantly depicting a couple drifting apart against their true feelings, captured the hearts of many listeners.
After being featured in this commercial, the song went on to be used as a theme and insert song in numerous dramas and films.
Suntory Old
Set against the backdrop of Japan’s rich natural scenery, this is a commercial for Suntory’s whisky, Suntory Old.
Appearing in the CM is screenwriter So Kuramoto, known for works such as “From the North Country” and “Yasuragi no Sato.” In a calm, understated tone, he conveys thoughts like how small humans are within nature, how adults can spend their time freely in the great outdoors, and how, for people, living creatures, and nature to thrive, we must refrain from meddling with nature.
The contrast between the mature, nature-themed visuals and the whisky beautifully elevates everything.
Above all, So Kuramoto sipping whisky is the coolest and most sophisticated of all!
Marukome
This commercial spotlights “Marukome-kun,” the character who also appears on Marukome miso packaging, along with the sixth live-action Marukome-kun.
Child actors from various regions who seem to resemble Marukome-kun gather and pass miso along in a relay.
By showing where each child lives, the ad conveys how many similar kids there are while making Marukome-kun feel familiar and close.
The children’s smiles and the narration—expressing a wish for kids to grow up healthy—also communicate Marukome Miso’s commitment to supporting health.
Suntory White
The commercial song for Suntory White features the King of Soul, Ray Charles, covering Southern All Stars’ classic “Itoshi no Ellie” in English.
Believe it or not, there’s a rock ’n’ roll urban legend that Ray Charles, without ever hearing the original, used a singing style similar to Keisuke Kuwata’s—and when Kuwata found out, he exclaimed, “I wasn’t wrong!” in delight.
Marudai Foods Loin Ham
This is a TV commercial from Marudai Foods that wishes for children to grow up, set in a world like a drama or movie.
The phrase “It’s okay to be mischievous; I want you to grow strong” drew particular attention.
The ad depicts adults and children in outdoor scenes and showcases ham eaten during break time, with hearty slices sizzling over a campfire that look especially appetizing.
The structure—children smiling as they take on various outdoor activities, and adults watching with warm smiles—conveys a family-like warmth throughout the commercial.
Milk Soap
This is a commercial promoting the company’s main product, “Milk Soap,” which is also reflected in the name Cow Brand Soap Kyoshinsha.
The CM uses the song “Gyuunyuu Sekken Yoi Sekken” (“Milk Soap, Good Soap”), and the titular phrase sung at the end has continued to be used in their commercials across generations.
The content features an animated depiction of interactions with cows, conveying a gentle atmosphere as a key point.
The soft tone of the vocals and visuals also clearly evokes the mild, smooth feel of Milk Soap on the skin.
Hatoya Hotel
This is a commercial for the HATOYA Hotel, headquartered in Ito City, Shizuoka Prefecture.
It gained nationwide attention with the catchy phrase “If you’re going to Ito, go to Hatoya,” set to a light, upbeat sound.
The ad repeatedly highlights the phone number, and it’s memorable that the Hatoya hotels in Tokyo and Osaka share the same last digits as the one in Ito.
The layered chorus creates a fun atmosphere that strongly underscores Hatoya’s desire for guests to simply enjoy their travels.
While the song is the focus of the commercial, the detailed narration explaining the hotel’s appeal also conveys a sense of reassurance.