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Published Date: 2020/07/07

New "Craft Boss" TV Commercial Yagyo, participating remotely, is free-spirited

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Suntory Beverage & Food International released the new TV commercial for Suntory Coffee "Craft Boss," titled "Alien Jones: The First Meeting" (three types: A, B, C), online on July 7th. It will air nationwide starting on the 11th. Alongside actors Masato Sakai and Tommy Lee Jones, the new commercial features Koji Yakusho as a new cast member, marking the start of a new storyline.
(Type A: https://www.youtube.com/watch?v=eDOifyPOd7Q )
 
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クラフトボス新テレビCM
The "New Wind" commercial series for the Craft Boss brand, launched in 2017, has depicted actor Masato Sakai, working at an IT company, reacting with surprise to young employees who effortlessly embrace new work styles like telework and side jobs.
This time, the theme is "remote work," a new way of working gaining attention in this era. The stage is set at a remote meeting involving the production team preparing for the commercial shoot.
 
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クラフトボス新テレビCM
クラフトボス新テレビCM
The commercial opens with alien Jones' narration: "On this planet, the way we work is truly about to change." Sakai and Yagyo are surprised to learn this meeting will become the commercial itself. Later, Yagyo, in his underwear, fetches products from the refrigerator, messes up lines and drink-drink cut timing, sometimes grimacing and muttering complaints. Sakai watches his senior colleague's free-spirited antics with wide eyes but a smile.
Jones, playing a production staff member, concludes, "On this planet, it seems there's no longer any need to separate home and workplace."
In Types B and C, common remote work issues are depicted: the screen freezes or the audio cuts out while the two are discussing remote work and the new era.
 
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In an interview, Sakai noted that early Craft Boss commercials ( https://dentsu-ho.com/articles/5042 ) featured employees teleworking instead of coming into the office, saying, "It was prescient. The times have finally caught up with Craft Boss. Now that this is happening, I feel like we can see each person's true character, and it's become an interesting era." Mr. Yakusho then joked, "As someone not very familiar with remote work, I wouldn't like a cheeky subordinate like that," drawing laughter.

Product site: https://www.suntory.co.jp/softdrink/craftboss/

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