Two years after 3/11, a Japanese ad campaign points to recovery and repair

It’s been more than two years since the date 3/11 took on a special significance in Japan. This disaster followed 20 years of recession that caused the Japanese to shrink emotionally: With the country’s competitiveness declining, the whole society became accustomed to getting overtaken by many emerging countries. Then came that disaster, and many Japanese felt they might never recover. But anxiety seems to improving, thanks in part to the new prime minister, who emphasizes the will to be No. 1 in the world in certain areas and is urging industries to institute pay increases; the stock market is rising for now.

wowow

Responding to the inferiority complex that Japanese often have when it comes to comparisons with Western nations, especially Americans, the satellite broadcasting company Wowow recently ran a campaign called “Japan is doing well.” Eight TV commercials, which promoted the company’s monthly featured programs, showed a typical Japanese boy cleverly outwitting a competitive Western boy to attract a girl’s attention in a comical way. The idea points to Japan’s recovery and captures a feeling of optimism that some people are starting to feel.

We’ve seen a lot of brand messages in the past two years that can be categorized as “cheering-up,” “social contribution” and “love and bonding.” It looks like we’re now getting to the stage of motivating beyond optimism.

Image Credit: blog.livedoor.jp

 

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