Asahi launches a new advertising burst this weekend with a series
of posters offering celebrity endorsements for the Bass-distributed
The ads deliberately parody Japanese advertising techniques by using
minor celebrities in unlikely situations to advertise the product.
In one execution, Chris Quentin, who played Brian Tilsley in Coronation
Street, is dressed up as a country gent, with a falcon perched on his
right wrist and a bottle of Asahi super dry in his left hand. The copy
reads: ’Masterly with distinction. Striking also.’
Another execution features Debbie McGee, the wife of the magician, Paul
Daniels, at a riding stables wearing a black corset and jodhpurs, and
proudly holding aloft a whip and a bottle of Asahi, with the words,
’Breeding. Extra stately.’
WCRS’s original campaign for Asahi, which broke a year ago, used three
similarly D-list names: Bonnie Langford, Henry Kelly and Richard
WCRS was appointed to handle the Asahi account in May 1996.
The ads were art directed by Dave Lang and written by Martin
The photographer is Paul Rees. Media buying for Bass is through BBJ.