Boss The Last Train

  • EMOTION INTO ACTION SCORE 84.74
  • YEAR 2017
  • Parent company Suntory Holdings Limited
  • AGENCY Dentsu Japan
  • CATEGORYBeverage
  • REGION Asia Pacific
  • COUNTRY Japan
  • MEDIUM Digital

Our Opinion

Japan is a country which prides itself on its public service ethos and its respect for older members of society. This ad by Boss combines both. It’s a documentary-style story of a station-master’s last day on the job after decades, and how his colleagues in the railway service commemorate it. There are no real twists – it’s an ad which succeeds entirely because of the admiration and positive emotion you feel for its central character, and clearly Japanese audiences felt a lot.