Nowadays, even my grandfather in his nineties no longer reads newspapers. So, it is quite surprising to discover that Itochu Corporation, one of Japan's top five trading companies, is still placing newspaper advertisements.
However, after seeing them, you might wonder: Are we sure the newspapers aren’t the ones begging them to run these ads? Such beautiful advertisements should boost newspaper sales, right?
What makes it even more special is that, unlike the traditional concept of “one copy for multiple placements” in newspaper ads, Itochu Corporation’s 2023 New Year advertisement was placed in Japan’s five major newspapers, each with unique copy and visuals. Collecting all five newspapers would bring you a heartwarming day.
Let’s take a look.
*Nihon Keizai Shimbun*: Good Morning 2023
The early-rising dog barks, eager to go for a walk.
Turning on the heater, the air in the room feels as if it’s melting.
The pleasant sound of chopping vegetables on a cutting board comes from the kitchen.
Life begins again.
In each comfortable day,
We aim to simultaneously address environmental pollution and food waste.
We will continue to make business closer to your life and ours.
Life · Love · Business
Dear Life – Itochu Corporation
*Asahi Shimbun*: I’m Off 2023
Because remote work is possible,
I can see my child off.
From your light footsteps, we can understand your mood.
New ways of working have become part of daily life.
Life begins again.
In each comfortable day,
We want to think about the problems of this planet.
We will continue to make business closer to your life and ours.
Life · Love · Business
Dear Life – Itochu Corporation
*Mainichi Shimbun*: Welcome Back 2023
Entering the room and quickly turning on the heater.
Washing hands with warm water to regain sensation.
Worn-out loungewear brings comfort.
To lower the heating by one degree, I put on an extra jacket.
Life begins again.
In each comfortable day,
We want to think about the problems of this planet.
We will continue to make business closer to your life and ours.
Life · Love · Business
Dear Life – Itochu Corporation
*Yomiuri Shimbun*: Let’s Eat 2023
Freshly cooked, glossy white rice.
A hearty, hot miso soup with abundant ingredients.
The eager dog under the dining table.
Vegetables left from the end of the year, revived from nukazuke pickling.
Life begins again.
In each comfortable day,
We want to think about the problems of this planet.
We will continue to make business closer to your life and ours.
Life · Love · Business
Dear Life – Itochu Corporation
*Sankei Shimbun*: Good Night 2023
Steaming hot bathwater.
Soft, fluffy white towels.
Freshly washed pajamas.
Snuggling into a futon warmed by a yutampo hot water bottle.
Life begins again.
In each comfortable day,
We want to think about the problems of this planet.
We will continue to make business closer to your life and ours.
Life · Love · Business
Dear Life – Itochu Corporation
Finally, this series of advertisements is the second round of promotions for Itochu Corporation’s Dear LIFE “Life · Love · Business” series, which began in the summer of 2022, illustrated by artist Kyoju Ando.
It is worth mentioning that the greetings on each illustration are written in English rather than Japanese hiragana or katakana. Regarding this, one of the creators, Koichiro Toda, explained that they wanted each greeting to become part of the illustration. Additionally, considering that the newspapers would be delivered on the first workday of the New Year, using Japanese writing would make the greetings serve only as salutations. However, the brand wanted this “wish” to be a gift, so using English phonetics visually conveys that feeling.
BY TOPYS
