Create sparks-flying encounters

A Victory of Teamwork and Overwhelming Passion

Preparing for the exhibition, the more we delved into the act of "coming up with ideas," the more we realized that great ideas exist at the intersection of "universal thinking" and "unique passion."

Advertising examples using "just sticking things together" probably pop into the minds of Dentsu Inc. readers by the dozen in an instant.
James W. Young also said, "An idea is a new combination of existing elements," showing how universal the underlying thinking can be. Yet, no one created the 'Poop Kanji Drill Inc.'.

Mr. Furuya's obsession and tenacity, thinking about "poop" for over ten years.
President Yamamoto's business perspective, constantly wondering if entertainment could be integrated into education.
And the design skills of Kotera, who spared no effort in creating Drill Inc. that was both easy to use and exciting.

It was the overwhelming passion and teamwork of these unique developers that gave birth to the 'Poop Kanji Drill Inc.'.

>> Next time (Part 3), we'll introduce Theme #2: "Trying to Draw It."

Based on Edo-period advertising examples featured in the Ad Museum exhibition, we'll present cases of Edo-style "putting things together."

Kabuki as advertising theater?!

Kabuki linked Yoshiwara brothels with products!

"Sukeroku Yūen Edo Sakura" is a kabuki play packed with advertisements, featuring real product names appearing one after another throughout the performance. Set at the Shin-Yoshiwara brothel "Miuraya," it featured tie-ins with Yamakawa Shirozake sake, Fukuyama udon noodles, and the miracle medicine "Sode no Ume" (Plum of the Sleeve). It's what we'd call product placement today.

This "Sukeroku play" is a revenge drama centered on the protagonist "Sukeroku" and his lover, the courtesan "Agemaki". The setting is the real-life Shin-Yoshiwara brothel "Miuraya".

The entire play functioned as an advertisement for Yoshiwara. In the heroine Agemaki's entrance scene, she parades down the hanamichi (flower path) while drinking the hangover cure "Sode no Ume." The role of Sukeroku's brother was played by a Yamakawa Shirozake sake seller, the eccentric servant by a morning glory senbei cracker vendor, and the delivery boy by a Fukuyama udon noodle seller. Real product names appeared one after another. Riding the wave of "Sukeroku's" immense popularity, these products also drew large crowds.

Kabuki of this era was considered one of the two great dens of iniquity alongside the Yoshiwara pleasure quarter, yet it was also a trendsetter. As mass entertainment, it enjoyed immense popularity, being Edo's premier pastime. For commoners, kabuki actors were superstars; fashions emerged from their costumes and lines.

Large theaters like Nakamura-za and Ichimura-za lined the Nihonbashi area, where people enjoyed plays from dawn until dusk. Popular plays and actors were depicted in ukiyo-e prints sold at picture book shops, making them a mass art form adored by town girls and even the inner chambers of Edo Castle. These prints also spread nationwide as souvenirs for travelers, samurai, and daimyo, becoming famous Edo souvenirs.

Corporate Tie-Ins in Kabuki as a Media Platform

However, not every kabuki play featured advertisements.

Several plays created and performed by the second-generation Ichikawa Danjuro (1688–1758) stand out as notable examples of advertising plays. According to Saburō Matsumiya's Kabuki and Advertising, Danjuro's first play created for advertising purposes was "Kotobuki no Ji Echigoya" (1715), featuring a kimono merchant.

The second was "Uiro Seller" (1718), a play about a medicine seller peddling "uiro" herbal confectionery from Toraya in Odawara. Danjuro's fluent and eloquent long soliloquy captivated audiences and became a huge hit. In later times, it became one of the Ichikawa family's Kabuki Juhachiban (Eighteen Masterpieces), alongside "Sukeroku".

Having lost his father, the first Danjuro, at an early age, the second Danjuro was passionate about establishing and elevating the Ichikawa family's artistry. One aspect of his brand strategy was leveraging media.

While kabuki itself was an influential medium, he incorporated corporate tie-ins within the plays, published scriptbooks like "Uiro-uri," and even had sponsors invite group audiences, boosting revenue for the theater.

Eventually, during performances of "Sukeroku," Yoshiwara and Uogashi (fish markets) began providing props and gifts, creating a new relationship between actors and their patrons.

In this way, the popularity of the thousand-ryo actor, Danjuro, skillfully mobilized the media, solidifying his unshakable status.

◆Ad Museum Tokyo

A globally unique museum dedicated to advertising, featuring exhibits on the history of advertising since the Edo period and a specialized library on advertising and marketing.

It houses 300,000 historical advertising materials covering all media and approximately 27,000 specialized books. The library allows searching and viewing digital archives of books and advertising works. This museum is a place to learn about advertising's social impact and cultural value, a treasure trove of ideas that move people. Experience for yourself that "advertising really is fascinating."

Welcome to Ad Museum Tokyo.