[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 commercials aired in the Showa era (31–40)
Kikkoman Ponzu Soy Sauce
A Kikkoman ponzu soy sauce commercial that aired in 1986.
In the ad, Sanma Akashiya promotes ponzu soy sauce while singing, and the commercial became so popular that the song was even released on CD.
Even those whose memories of that time aren’t very clear might still remember this phrase, right? A remade soy sauce commercial aired in 2009.
Sapporo Beer
This is a Sapporo Beer commercial that portrays someone quietly facing their beer without unnecessary words.
The phrase “Men should be silent and drink Sapporo Beer” conveys the company’s desire for people to simply taste it first.
Toshiro Mifune’s expressions are another highlight, communicating the beer’s deliciousness as his face turns into a smile while savoring Sapporo.
The way the bottle is opened, the beer is poured, and even the typography together express a sense of boldness throughout the ad.
The moment he blows away the foam clinging to his lips comically conveys a flavor you can get completely absorbed in.
Sapporo Draft Beer in a Can
Around 1988, Cyndi Lauper was featured in a commercial for Sapporo Draft Beer in a can.
During the height of the bubble economy, it was popular to use major international musicians—such as Madonna, Cyndi Lauper, and Stevie Wonder—in commercials.
The CM song “Hole in My Heart” is crafted as an Asian-flavored track brimming with exotic atmosphere.
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!
Toyota CrownSatoshi Yamamura, Kunio Murai, Koji Moritsugu, Koji Ishizaka
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.
[Nostalgic Commercials] A Compilation of TV Ads from the Showa Era (41–50)
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.
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.