The changing of seasons is always a great opportunity for big household brands in Japan to strengthen their brand name and/or launch new products, and for autumn this year giant beverage maker Suntory has launched a series of commercials to sell Horoyoi (ほろよい), a lightly alchoholic (3%) drink popular with the younger population.

Starting its run on the 9th of October 2022, the commercial depicts a young girl on a moving train enjoying the advertised product as the season transits from summer to autumn, and Suntory endorsed the filmmakers and illustrator/animators to create both a live-action version as well as an animated version featuring art by the popular Japanese illustrator HAI. Check them out below –

Japanese commercials are renowned globally for their inventiveness as well as sleek visual aesthetics, and as someone who used to work on them ( Nissin Cup Noodles’ Freedom ) I’m always on the look-out for interesting spots to dazzle and inspire me.

The illustrator HAI doesn’t have a solo art book published as yet, but some of the artist’s work can be found in this book.


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