Lovely commercial jingle

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

Marudai Foods Loin Ham

Marudai Foods Commercial - Wanpaku.wmv

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.

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Asada Candy

For coughs, voice, and throat — Asada Candy TV commercial, 1980s

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.

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[Nostalgic Commercials] Compilation of commercials aired in the Showa era (31–40)

Suntory White

SUNTORY★Commercial★Ray Charles – Ellie, My Love (Itoshi no Ellie)

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.

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Nissin Demae Iccho

Commercial: Nissin Foods – Demae Iccho – 1983

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!

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Momoya Edo Murasaki Ishikari “Ochazuke” Version

Momoya Edomurasaki Ishikari “Ochazuke” (1977) [CM]

This is a commercial that introduces Ishikari—one of the variations of Momoya’s Edo Murasaki—by switching between live action and animation.

The animation clearly conveys what’s inside, while the live-action footage directly expresses how delicious it is when made into ochazuke.

The narration, which mainly focuses on explanation, is also striking, making you increasingly curious about what it tastes like.

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TOTO WashletJun Togawa

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

This is a commercial promoting TOTO’s innovative toilet feature, the Washlet.

It’s said that this ad helped make warm-water bidet toilet seats an essential part of everyday life.

The line about washing your hands with water when they get dirty—since no one would wipe paint off their hands with paper—and then asking, “So what about your bottom?” carries strong persuasive power.

Jun Togawa’s expressions and refined language are striking, and the commercial clearly conveys its message of getting people to think about the toilet.

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Toyota CrownSatoshi Yamamura, Kunio Murai, Koji Moritsugu, Koji Ishizaka

Commercial Compilation for 'Someday, a Crown' MS110/120

This commercial portrays a strong longing for the Toyota Crown and the excitement of getting the new model.

With refreshing scenes of the Crown driving through various places, it convincingly highlights the car’s aspirational status by showing people who take notice and strike up conversations.

It also explains the various features it’s equipped with, conveying that it’s an excellent car not just in looks.

The scenes where the driver, slightly bashful yet responsive when approached by others, leave a memorable impression.

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