“Japanese Ads Run on Feeling First, Logic Second”

Asia is known for its highly unique regions and hyper-local campaigns that resonate deeply within its diverse cultures. With work so attuned to its market, it can often cause Asian creative to go under the radar on a more global scale. That’s why LBB has launched its ‘Inside Asia’ series.

In the last instalment, we took a look at India, where slice-of-life stories reign and local regions with their own languages create huge diversity of culture. Now, we travel to Japan, exploring a land where celebrities are trusted influencers, TV remains king, and brands must tread carefully with respect. We’ll be exploring these topics across three parts.

In this first part, we speak with Dentsu Inc’s Ayu Sasaki,VML & Ogilvy Japan’s Rui Nago, Publicis Groupe Japan’s Naho Manabe, McCann Japan's Charlotte Auyeung, and Mr+Positive’s Peter Grasse about the beauty of Japanese advertising that priorities craftsmanship and leaves space for interpretation.


Japanese advertising is often characterised by its high energy, humour and celebrity or character endorsements. As Dentsu Inc ECD, Ayu Sasaki, points out, “Familiar faces and beloved icons can instantly build trust and connection.”

This is especially prominent within the FMCG market, notes VML & Ogilvy Japan’s chief strategy officer, Rui Nago, where “every centimeter of shelf in a konbini [convenience store] is a battleground”, making recognisable faces and characters key in helping grab shoppers’ attention.

“This approach can be effective or not, but in a country overflowing with information, standing out often involves planning an idea paired with the celebrity embodying it,” explains Naho Manabe, group creative director at Publicis Groupe Japan.

"Celebrities are often called an ‘image character’ (vs. brand ambassador in the West), and serve as recognisable visual cues and positive imagery drivers," says Charlotte Auyeung, head of strategy at McCann Japan. "Beyond actors and actresses, comedians - hosts of many variety shows during prime-time Japanese TV - are often cast for their familiarity and approachability."

While humour and celebrity are the “go-to strategies”, Mr+Positive founder and executive producer, Peter Grasse, says, “What really matters is execution. A celebrity alone isn’t enough – it’s about using them in fresh, unexpected ways that surprise the audience.” It’s when humour, celebrity, and creativity come together, that campaigns truly connect with consumers, he notes.

Even then, Peter highlights that celebrity endorsements or “loud, flashy commercials” are only part of the picture. “In recent years, we’ve seen a shift toward more nuanced, globally influenced work. Since Mr+Positive entered the Japanese market, international directors and cinematographers have been collaborating with Japanese brands, pushing the boundaries of what we traditionally think of as Japanese advertising.”

“Campaigns like Nike’s ‘Runners Helping Runners’ for AKQA Tokyo demonstrate how a blend of global storytelling and Japanese sensibility can create work that succeeds locally and resonates globally.

“It was a breakthrough because it blended humour, a beloved celebrity (Yurian Retriever), and meticulous production design. It wasn’t just entertaining – it had utility, teaching people how to prep for a marathon. That combination of entertainment and education is powerful.” – Peter Grasse

“Japan is a high-context market,” Ayu says, “where the most compelling creative work often leaves space for interpretation – an intentional ambiguity that invites the audience to engage. Whether it’s copy, visuals, or storytelling, there’s a quiet sophistication in what’s left unsaid. Rather than focusing solely on how to sell a product, successful campaigns often pose thoughtful questions rooted in local insights, sparking reflection and emotional resonance.”

That subtlety and nuance is encapsulated in “the sophistication of Japanese copywriting” she says. “Japan is a high context, non-English-speaking market, and the language itself is incredibly complex – using multiple scripts and subtle shifts in tone to convey meaning. This has led to a rich tradition of copywriting, but the artistry and nuance are notoriously difficult to translate. As a result, some of the most brilliant creative work can be hard to fully appreciate without an understanding of the language and its cultural context.”

As an example of this deft and quietly witty writing, Naho shares the concept of ‘dajare’ which involves using words with similar sounds to create an impression. “Essentially rhyming or employing a conversational technique akin to double meanings.”

"Japanese words often carry layered meanings, puns, and phonetic overlaps, making copywriting not just a powerful tool of expression but a cultural lever that shapes ideas in ways uniquely resonant with Japanese," Charlotte says. "Creativity driven by short yet intriguing copy is frequently seen in Japan, especially in out-of-home advertising in the past few years."

Given the uniquely rigid and conservative regulations in Japan, Charlotte says, "copy-driven out-of-home advertising is, in a sense, a distinct form of marketing stunt that creatively navigates between feasibility and impact (vs. execution-driven ones in other countries that heavily rely on unconventional use of places, situations and media).

"Understanding the beauty and wonder of the Japanese language is essential for international creatives to appreciate the culturally distinctive creativity in Japanese advertising, and for brands to develop meaningful local adaptations and bespoke campaigns."

The result of this subtlety, delicacy and craft is an advertising approach that very much runs on vibes. Rui explains, “Japanese ads run on feeling first, logic second. They’re less about straight lines and more about atmosphere – mini-dramas, short films, and emotional vignettes that invite interpretation. The brand slips into the story rather than dominates it. That’s why you see so many campaigns unfold like a series – each spot a new chapter in the same narrative.”

Japan produces “some of the most beautifully crafted advertising in the world… [with] visually striking experiences that leave consumers with a strong emotional association with the product,” says Peter. He believes Japanese advertising is “generally more visually-driven than Western advertising, which often focuses on verbalised ‘human insight’.”

In Japan, “directors enjoy a high degree of creative control,” he says, “which results in a more stylised, cinematic approach.” Even the lowest-budget ads are thoughtfully crafted. “Poorly made work simply won’t cut through here. Beyond production value, there’s a sophisticated cultural sensitivity to detail and design. Japanese consumers have a finely tuned eye, shaped by both domestic traditions and global influences, and they respond to advertising that reflects that standard.”

“There’s a deep appreciation for craftsmanship,” adds Ayu, “not just in the surface details, but in the thoughtfulness and context behind a brand’s expression. Campaigns that embody this spirit, reimagining what craftsmanship means in a modern context, often stand out and inspire admiration.”

“Suntory’s -196° campaign, which won a Grand Effie, stands out because it combined Japan’s meticulous craft and cool aesthetics with a universally fun production demonstration.” – Peter Grasse

Transformative Creativity

To truly appreciate Japanese creative work, it’s important to look beyond the surface-level craft or technology and consider the ‘why’ behind each idea – the cultural context and deeper reasoning that often drive the work, Ayu says. “Many of the most compelling campaigns are rooted in a thoughtful response to social or cultural questions, and understanding this background can reveal a whole new layer of meaning.”

For Peter, as AI-driven work rises, opportunity lies in human creativity, where skilled filmmakers, designers and studios come together to create work with depth, originality and emotional power. “Japan has immense talent to offer in this space, and that’s where the biggest creative wins will come from.”

“I hope more attention is paid to business transformation and future-focused creativity,” Ayu concludes. “Increasingly, creativity in Japan is being applied not just to advertising, but to business strategy, product development, and to create new business ecosystems. Creative directors are working alongside executives to shape the future of companies and industries. This evolution – from traditional advertising to future-oriented, transformative creativity – is a uniquely exciting aspect of the Japanese market that deserves more recognition on a global level.”

​Read more from this series here.