Malts: Beer-lingual

Credits & Description:

Agency: Mccann Erickson Tokyo
Client: Suntory Holdings Limited
Agency Producer Kiyoshi Kindo
Satoshi Nishimori
Copywriter Ko Irin Asana Kaoian Permboon Malawian Kaori Mochizuki Thidarat Nitikijphaiboon Satoko Takada Rie Toda John Woodward
Creative Director Hideo Kato Kiyoshi Oomori Satoko Takada
Director Takashi Watanabe
Executive Creative Director Isamu Nakamura
Producer Shizuka Masuno Ayaka Taniguchi Takashi Watanabe
Sound Engineer Hirokazu Suzuki Sosuke Tsujinaka
Special Effects Takuro Hirosawa
Advertising Agency McCann Erickson Tokyo
Account Director Mayu Hikima
Business Director Tokihisa Shimada
Project Manager Chiharu Ozaki
We created a way for non-Japanese speakers to easily order Suntory’s draft beer in traditional Japanese-style izakaya bars just by saying a unique phrase coined in English, Chinese, French, Thai, and Spanish. The phrases in the five languages mean something completely different to each other, but they all clearly sound like “I’d like a glass of Suntory’s draft beer, please (Suntory no nama biru kudasai)” to the Japanese ear. The radio commercial was created with the intent to let Japanese audiences know of this effort and the unique phrases that were developed.