What are They Thinking in Japan - Hiroshi Sasaki

When I think of Hiroshi Sasaki, the first thing that comes to mind is my favorite Japanese beer commercial. Ichiba Shibori were for Kirin beer. Ichiban Shibori Kirin was the response of Asahi Super Dry, who had converted to the beer industry on its head and Kirin Lager displaced from its No. 1 position in the Japanese market for beer. According to Sasaki, the name came from a chance remark from a client in the session, when someone on the client side said, "might be a bit more expensive to do, but how about a beer of shibori Ichiba, the first pressing of the mass. " "Ichiba shibori" was a long-established marker of high-quality Japanese brewer cause, but had never been applied to beer. Sasaki, however, does not belabor the point. It has been observed that since the launch of Super Dry, the advertising of beer always seems to end with a celebrity drinking beer and saying something about your taste. Sasaki and his team decided in the pure pleasure of swallowing the first of the great beer. The result was a series of commercials in which the actor Ken Ogata took a swallow of beer, smiled contentedly and said: "AA, ureshii," (I am so happy). It has been almost twenty years ago, but still can not get the line out of my head, and my favorite is the Japanese Ichiba Shibori beer. Born in 1954, Sasaki is, like Maki Jun, a graduate of Keio University. After joining Dentsu, which spent six years as an account executive before taking an internal review and become a writer. After the increase in the position of Executive Creative Director in the planning of Dentsu Creative Center, in 2003 became the head of a new group Dentsu Shingata creative boutique. When I started to write this piece, the line popper in my head was: "You might call him Mr. Negative." But that's not because Sasaki is an acid or a gloomy character. On the contrary, the person we met in his writing and speaking about his work is a very nice guy, actually. While clearly proud of what he has achieved, which constantly heaps of praise, not only on people who have worked, but also with those against whom it has competed. He talks a lot about how you can enjoy a game with a team talented rival energy and how it feels to come to work with outstanding subordinates. That "Mr. Negative" comes from the fact that both the first and last things that I read for him stressed the importance of starting from positions of weakness rather than strength. In describing his leadership style, which describes itself as perverse and willing to play the Kobak (a little foolish) to encourage their subordinates. Conference in 1992 (revised 2000) to a group of young aspiring writers, describing the launch of an ad for a product like the free introduction. He then moves on to note that, while customers who have spent years and fortunes on a product for which they are very proud always wants to trumpet its virtues, nobody really likes someone who introduces themselves by saying, "I am perfect, There is not great ". But false humility does not work well. Suppose, for example, a beautiful Japanese woman, the daughter of a wealthy family and a graduate of the University of Tokyo, said, "I'm just a normal girl who likes to socialize with my friends." Those who hear this introduction is sure to roll their eyes. The trick is to recognize a weakness, but to do so in a charming way. Therefore, when asked to reach a successor to a long phrase used by Fuji TV, "If it's not fun, not Fuji TV," he came with "If you're tired of TV, Fuji TV. "For a campaign that later developed" Life is possible without looking Fuji TV "The Toyota Toyota Corona was the second oldest model and seen by young Japanese as a father or grandfather's car. However, the Sasaki team of the solution was not in a your-face "It's not your father of the Crown." In its place emerged with "Mr. Crown," an absent-minded professor looking for a good deal, whose comic warmth made the brand that appeals to a new generation of Japanese drivers fed up with the automobile industry's pompous usual proclamations. Later, of KDDI, Japan No. 2 of the telecommunications company, his team found the owners included, "When you're No. 2 might be a little crazy" and "Companies almost always bored with ads are boring companies" ;, Skewering No. 1 NTT. Low key and a bit silly, just silly enough to be absolutely charming. No hard sell, pure seduction. Yes, said Sasaki, publicity is a love story.
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