Japanese icons feature in dancing Suntory Boss Coffee ad via Bounce

Frucor Suntory’s Boss Coffee has released a campaign via Bounce Creative, titled ‘How Japan Can’, a continuation of the brand platform first launched in October 2019.

The campaign was shot remotely in Japan, and features well-known Japanese icons such as a Shinkansen drive and a Steeplejack construction worker.


That feeling when you grab your favourite coffee in a can! ☕️🇯🇵 #HowJapanCan

♬ original sound – Suntory BOSS Coffee ANZ

In the campaign’s here TikTok, a construction worker breaks into dance whilst holding a Boss Coffee with the landmark Tokyo Tower in the background.

Japanese icons have been a feature of campaigns for Boss Coffee ever since the brand launched in Australia in 2019.

Bounce’s executive creative director Joel Chapman said: “With the rise of TikTok, where a staggering one million videos are viewed every single day – brands are continually competing for share of voice and striving for relevance in the social media landscape. Creating content with a genuine entertainment factor has never been more important, which is why we wanted to take a different approach to this execution than what has previously been explored. We’re aiming to give viewers a smile, first and foremost, with an energetic dance that is backed up by the product proof points. A simple and playful piece that everyone involved is really proud of.”

In another 15-second spot, a driver of Japan’s bullet trains (Shinkansen) dances up to the driver’s seat.

Frucor Suntory senior brand manager Shana Khan added: “Bounce have been working with us on our social media and e-commerce content strategy for the last two years and we’re really excited for this new video series to launch. Our brand strategy reflects the Japanese heritage which has been amplified even further, as we add new depth. Working across the globe via video calls and live on-set camera streams had its challenges, but we had an expert team on hand to help guide us through the process. Partnering with local workers, a Tokyo production team, Japanese choreographers and talent was really important for us, to make sure everything we created was honest and authentic”

The social campaign will be on TikTok, Instagram, Facebook and YouTube, launching this week. There will be an above the line campaign on out-of-home and digital video formats by Clemenger BBDO.


Client: Suntory Boss Coffee
Chief Consumer Officer: Cameron Davidson
Marketing Director: Allison Yorston
Senior Brand Manager: Shana Khan
Brand Manager: Olivia Robins
Snr Media and Content Manager: Ryan Smith
Media and Content Manager: Kaan Kocabay
Consumer Graduate: Aoife Doran
Social Agency: Bounce Creative
General Manager: Michaela Lobb
Executive Creative Director: Joel Chapman
Creative Lead: Jacob Lumsdaine
Art Director: Derek Anderson
Creative: Jennie Bentley
Media Manager: Neil Warren
Media Planner: Adam Sullivan
Post Production: Entropico
Music Composition: Rowan Dix
Post Producer: Andrew Macalpine
Edit and Grade: Ivan Lentell
Editor: Andrea Chen
Japan Production: Mr Positive
Above the line agency: Clemenger BBDO


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