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
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
’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.’