Given that Sapporo Beer offers a crisp and clean taste, it was often thought of as a feminine drink. Yet the main consumer of beer in those days was male, so we had to change this preconception. It was out of this context that the “Men keep quiet and drink Sapporo Beer” commercial was created. The year was 1970. It was almost a foregone conclusion that the leading man of the time, Toshiro Mifune, would be selected for the campaign.
Posters were designed to be totally simplified, with no logos, main copy other than a slogan, and no labels. Eschewing dialogue and using only music, the television commercials had only text scrolling by. These “silent” commercials were a smash hit and became the talk of the town.