5 Most Famous Japanese Ads and Why They Work

01/20/2025 Katrina Leung Optimize your media budgets

Japanese advertisements are renowned for their creativity, emotional connection, and unconventional storytelling, influencing not only Asia but also becoming a global benchmark for advertising professionals. In Hong Kong, this impact is particularly evident. From OOH advertising to TV ads and display advertising, elements of Japanese advertising have seeped into our daily lives. For instance, many Hong Kong TV ads often adopt exaggerated acting and humorous storylines, mirroring Japanese styles. Additionally, Hong Kong consumers are highly receptive to emotional appeals from brands, which is a core strength of Japanese advertising.

The success of Japanese advertisements is no coincidence. By leveraging unique storytelling techniques, cross-industry collaborations, and profound emotional resonance, they seamlessly integrate product features into the audience's memory. For Hong Kong's small and medium-sized enterprises (SMEs), learning and adopting these creative strategies can help them stand out in a highly competitive market. This article explores five iconic Japanese advertisements, analyzes their keys to success, and discusses how they can inspire the Hong Kong market, helping local businesses craft more compelling advertising content.

1. Sakeru Gummy (Tearable Candy) Series Advertisements

This outstanding series of advertisements stars actors Seiyo Ozawa and Risako Ito, using exaggerated acting and humorous storylines to vividly showcase the tearable nature of the product. In just 30 seconds, the absurd yet engaging plot successfully highlights the product’s unique selling point, making it memorable for viewers.

Keys to Success:

Serialized Storylines: The ads are presented as episodes in a drama series, each ending with a cliffhanger, keeping viewers intrigued and increasing brand exposure.
Character Development: The nuanced relationship and interactions between the main characters resonate with viewers, enhancing the brand's relatability.
Humour: The use of exaggerated scenarios and performances creates a strong impression, boosting brand recognition and recall.

Watch the ad here:

2. Megmilk Snow Brand - Matchmaking Theme Advertisement

Starring Chinese model RuRu, this advertisement revolves around a matchmaking event, featuring a catchy song and simple, adorable dance moves that highlight the product’s "layered" characteristic.

Keys to Success:

Catchy Music: The custom-composed song has a simple and memorable melody with a repetitive chorus, making it easy for viewers to hum along and enhancing brand recall.
Simple and Fun Dance Moves: The hand gestures during the chorus are easy to imitate, boosting the ad's shareability on social media.
Relatable Theme: Using a matchmaking event as the central theme resonates with young audiences, increasing emotional connection and engagement.

Watch the ad here:

4. SoftBank "Shirato Family" Series

This long-running advertisement series by Japanese telecom company SoftBank features a family where the father is humorously portrayed as a white dog, delivering brand messages with charm and creativity.

Keys to Success:

Unique Character Design: Featuring a white dog as the head of the family breaks conventions and immediately grabs viewers' attention.
Continuous Storyline: The connected narratives across the ad series foster anticipation and loyalty among the audience.
Reinforcement of Brand Identity: Through the interactions of family members, the campaign effectively communicates SoftBank's approachable and innovative image.

Watch the ads here:

Also read: Top 5 HSBC Advertising Campaigns in Hong Kong

5. Theo "No Fastest, Only Faster" Advertisement

This advertisement by Japanese asset management company Theo showcases workers from different industries performing their tasks with skill, precision, and speed. A timer on the screen tracks the passage of time, accompanied by fast-paced music, emphasizing themes of efficiency and time management.

Keys to Success:

Creating Anticipation with Music: The rapid beats of the soundtrack build excitement and anticipation, drawing the audience in to discover the brand behind the ad.
Stimulating Curiosity: The captivating visuals of workers executing tasks at astonishing speed make viewers intrigued about the ad's purpose and message.
Message of Time and Efficiency: The theme aligns closely with wealth and asset management, highlighting the critical importance of every second. Efficiency and speed are presented as essential to success.

Watch the ad here: