WestÂernÂers who grew interÂestÂed in Japan durÂing the past 30 years will rememÂber one point of earÂly conÂtact with the culÂture: JapanÂese comÂmerÂcials. TeleÂviÂsion adverÂtiseÂments from the Land of the RisÂing Sun have long offered the rest of the world a source of uncomÂpreÂhendÂing astonÂishÂment and mysÂtiÂfied laughÂter. What a weird place Japan is, many must think to themÂselves as they gaze upon spots involvÂing dancÂing dogs and salty snacks or brush fire and high blood-presÂsure tea. But as forÂeign observers tend to disÂcovÂer — and as I have had reconÂfirmed while visÂitÂing the counÂtry for the past week — Japan may have many qualÂiÂties, but pure weirdÂness isn’t among them. ArtiÂfacts that strike the rest of us as weird emerge accordÂing to logÂic, albeit a logÂic of their own. This goes douÂble for the most prized JapanÂese comÂmerÂcials of the bunch: those starÂring AmerÂiÂcan celebriÂties.
Here on Open CulÂture, we’ve feaÂtured Woody Allen for Seibu and James Brown for Nissin. Please enjoy, at the very top of this post, the eccenÂtric NicoÂlas Cage playÂing his AmerÂiÂcan-ness to the very hilt. When pachinko machine manÂuÂfacÂturÂer Sankyo recruitÂed Cage, they went all-out, getÂting him square-dancÂing in the midÂdle of a loneÂly southÂwestÂern highÂway with a pack of metÂal ball-headÂed aliens. Right above, we have Paul NewÂman flashÂing a smile and pointÂing his finÂger not once, but two times, in a 1980 comÂmerÂcial for Maxwell House. And speakÂing of eccenÂtricÂiÂty, below you’ll find perÂhaps the most oblique examÂple of the AmerÂiÂcan actor-starÂring JapanÂese comÂmerÂcial I’ve ever come across: DenÂnis HopÂper for TsumuÂra. Sofia CopÂpoÂla satÂiÂrized all of this, of course, in Lost in TransÂlaÂtion, but the exchange of JapanÂese corÂpoÂrate monÂey for a dose of devÂil-may-care AmerÂiÂcan panache could hardÂly make betÂter busiÂness sense.
RelatÂed conÂtent:
Jean-Luc Godard’s After-Shave ComÂmerÂcial for Schick
IngÂmar Bergman’s Soap ComÂmerÂcials Wash Away the ExisÂtenÂtial Despair
Fellini’s FanÂtasÂtic TV ComÂmerÂcials
Wes Anderson’s New ComÂmerÂcials Sell the Hyundai Azera
ColÂin MarÂshall hosts and proÂduces NoteÂbook on Cities and CulÂture. FolÂlow him on TwitÂter at @colinmarshall.