WCRS adopts ironic attitude for star-led Japanese beer task

WCRS has created a poster campaign for Bass Brewers’ Japanese beer brand, Asahi, parodying Japanese celebrity-endorsement ads.

WCRS has created a poster campaign for Bass Brewers’ Japanese beer

brand, Asahi, parodying Japanese celebrity-endorsement ads.



The campaign, breaking this week, uses well-known personalities such as

Henry Kelly, Bonnie Langford and Richard Whiteley, featured in unlikely

situations holding a bottle of Asahi beer.



Kelly is seen wrapped in a white dressing gown, reclining on a

sun-lounger with the strapline in both English and Japanese: ’Henry

Kelly. Pride and Integrity. Manly.’



Langford poses on a golf course, dressed in traditional golfing clothes,

with the words ’Tasty. Refined. Groovy’ beside her name.



The final execution shows Countdown’s host, Richard Whiteley, in black

tie on a balcony with the words, ’Commanding and a worldly’.



Asahi was launched in Japan in 1987 and has risen to become the

country’s number one beer brand, accounting for one in every three beers

sold there.



The ads aim to position Asahi as an authentic part of Japanese life,

while poking fun at Japan’s recognised style of advertising.



Emma Hancock, the board account director on Bass at WCRS, said: ’For our

target market, Japan has developed considerable style appeal in recent

years.



’This campaign will leverage that appeal using an authentic approach to

Japanese marketing, while breaking through the advertising clutter of

the premium bottled lager market.’



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