Newspaper ads look so beautiful. It's not fair
These days, even my nonagenarian grandfather no longer reads newspapers, so it was a bit of a surprise to discover that Itochu, one of Japan's top five trading houses, is still running newspaper ads.
But after you read it, you wonder: Are you sure it wasn't the newspapers that begged them to put it in? Such a beautiful advertisement should increase newspaper sales, right?
What's more special is that, unlike our traditional concept of "one draft and multiple votes" newspaper advertisements, Itochu's 2023 New Year advertisement is placed in the five major newspapers in Japan, and each newspaper is a unique copy and picture, and collect five newspapers, you will harvest a warm day.
Let's take a look.
The early dog barks and wants to go for a walk
Turn on the stove and the air in the room seems to melt
From the kitchen came the sweet sound of chopping vegetables on a cutting board
Life begins again
In the comfort of every day
We want to tackle both environmental pollution and food waste
We will continue to bring business closer to your lives and mine
Because you can work remotely
So I can walk the kids out the door
We can read your mood from your light step
New ways of working have become everyday
Life begins again
In the comfort of every day
We want to think about the planet
We will continue to bring business closer to your lives and mine
Turn on the heater as soon as you enter the room
Wash your hands in hot water to get the feeling back
Wearing old home clothes makes people feel better
Turned down the heat one degree, put on an extra jacket
Life begins again
In the comfort of every day
We want to think about the planet
We will continue to bring business closer to your lives and mine
Freshly cooked, shiny white rice
A rich, hot miso soup
A greedy dog under the table
The leftover vegetables at the end of the year wake up from the rice bran stains
Life begins again
In the comfort of every day
We want to think about the planet
We will continue to bring business closer to your lives and mine
Hot bath water
A fluffy white towel
Freshly laundered pajamas
Get into the bed warmed by the soup woman
Life begins again
In the comfort of every day
We want to think about the planet
We will continue to bring business closer to your lives and mine
Finally, this series is the second round of Itochu's Dear LIFE "Life, Love, Business" series, which started in the summer of 2022, and is drawn by illustrator Anteng Koki.
It is worth mentioning that the greetings on each illustration are in English rather than Hiragana or katakana in Japanese. In this regard, one of the creators of Koichiro Toda explained that they wanted each greeting to be part of the painting, and considering that the newspaper will be delivered to people on the New Year's Day, writing in Japanese would make the greeting only have the function of greeting, but the brand wanted this "wish" as a gift, so it chose English spelling. Can convey this feeling visually.
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