Yokohama Awarded for Samurai Ad Campaign

Efforts made by Yokohama Rubber to increase brand recognition in overseas markets have been acknowledged at the Japan IAA Best Advertising Awards. The company shares that at a presentation ceremony on January 27 it will be handed the bronze award for its “Master of the Road” television commercial, which was aired in a number of international markets.

The commercial is set in Japan’s Sengoku or Warring States period (mid 15th century to early 17th century) and portrays armoured samurai warriors making high speed charges in various conditions while riding Yokohama tyres in place of their trusty steeds. The samurai figure was chosen for both its strongly identifiable connection with Japan and to represent the performance qualities embodies in Yokohama tyres. The manufacturer reports that the “Master of the Road” commercial was shown in a number of countries, primarily Russia, and in these markets it inspired great public interest in the samurai and “dramatically improved” the Yokohama brand’s recognition and performance.

Awards committee chairman Toshiaki Nozue commented “this is a good piece of work. It represents the product well and it has strong visual impact and a sense of speed.” The commercial received positive feedback for both its concept and planning and the quality of its execution. McCann Erickson Japan Inc. was responsible for the production.

The “Japan IAA Best Advertising Award” is sponsored by the Japanese chapter of the International Advertising Association. The organisation works in cooperation with FOX International Channels and holds the aim of improving the standard of international advertisements in Japan.