[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
- Commercial songs from the 70s. Nostalgic TV commercial jingles.
- 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
- A must-see for people in their 30s and 40s! A roundup of nostalgic 1990s commercial jingles
- Funny commercial song. Popular funny commercial songs.
- Shampoo commercials: A roundup of popular products’ ads from each manufacturer
- [I want to hear it again!] Songs from Suntory commercials. Popular commercial jingles
[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.
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.
Fujiya Milky
Since it features Peko-chan, the cute character who sticks out her tongue, it’s a commercial for Fujiya’s Milky.
It’s a candy that has been sold since 1951 and loved for decades.
Since 2000, various limited-time and regional flavors have also been released.
In a commercial that aired in the 1980s, when Peko-chan flies through the sky, a flower appears that pops out Milky candies one after another.
Peko-chan is delighted by the scene, but it turns out to be her dream.
It seems to express how Milky’s delicious taste can be enjoyed in many varieties without getting bored.
At the end, you can also hear the familiar catchphrase: “Milky is the taste of Mom.”
Asada Candy
This is a TV commercial for Asada Ame, a cough drop long loved for gently caring for throat troubles, which aired in the 1980s.
The familiar phrase “Seki, koe, nodo ni Asada Ame” is sung lightly, strongly emphasizing its effectiveness for the throat.
In a comic twist, an announcer who’s warning viewers about dryness loses their voice, forcing a news program to be interrupted, and they reach for Asada Ame with a hoarse voice.
The constant smiles throughout are also notable, conveying that Asada Ame feels like a close, everyday presence.
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.
Fujicco Pickle 100 Selections
This commercial portrays a woman working under stress and recommends taking a relaxing moment with Fujicco’s pickles.
By contrasting her hardworking demeanor with her at-home self, it effectively conveys the importance of relaxation.
It also suggests a story where the promise of delicious pickles waiting at the end of the workday helps her power through each day.
The smile she shows while eating the pickles directly communicates both their tastiness and their familiar, approachable presence.
Nissin Demae Iccho
The Nissin “Demae Iccho” commercial, famous for the catchphrase “A~rayo, Demae Iccho,” aired a version in 1983 that showed a growing boy eating Demae Iccho.
The jingle, created by Eiichi Ohtaki, cheered on the boy as he ate heartily and grew up.
It carries the wish that by eating lots of Demae Iccho and absorbing the nutrition from the sesame in it, he’ll grow up strong and healthy.
The commercial closes with the timeless, familiar catchphrase.
By the way, that phrase was created by Taro Kida!