A scientist and hulking lemons explain the -196 brand so Suntory doesn’t have to

Suntory reveals the lore behind its -196 line of ready-to-drink beverages in a new campaign, bringing long-awaited clarity to confused drinkers asking what’s up with the name.

Created by Droga 5 Sydney in collaboration with Droga 5 Tokyo, the campaign is part of the refreshed brand platform, 'Extreme Japanese Spirit.' Directed by Finch's Arthur Studholme, two 30-second spots start in familiar Aussie territory with a pub, before cracking open into surreal scenes in Tokyo where giant lemons are, well, everywhere. 

A casual question about the name sparks a wild detour through a subway station, where attendants frantically push oversized lemons into a crowded train. The chaos builds as the lemons explode, blasting commuters with fresh juice.

In the second film set in a Japanese kobini, the same hulking lemons are smashed with a maneki-neko's paw. Likewise, a late-night fridge raid turns into a full-blown soak for the customer. Throughout, the same punchline is echoed: "Oishi!". The ads end with Akira Sato, who plays a fanatic scientist,  fervently explaining the meticulous process behind each -196 can.

"It’s always great when a simple product truth can unlock such a bonkers world to play in, allowing us to create moments as intense as the drink itself," said Barbara Humphries, chief creative officer of Droga5 ANZ.

The campaign spans BVOD/SVOD, online, OOH, social, and in-store.

Campaign's take: The films are ridiculous in the best possible way, a quintessential take on the hyperbolic humour Japanese advertising is known for. Giant props, unexpected reactions, and absurdist logic pushed to the breaking point, but clearly made for a global audience. The joke? Everyone takes these lemons far too seriously, but that's a good thing when it comes to quality. By making the product truth the punchline, with the name literally referring to freezing lemons at -196 degrees, viewers are both educated and entertained—and probably sharing its lore too.

CREDITS