These commercials aren’t selling what you think they do. They were created by London-based John Nolan Studio/Robot Factory, which boasts an impressive portfolio of film assignments including “Dr. Who” and “Where the Wild Things Are.” The Nolan’s Cheese and Nolan’s Nuts brands don’t exist, but John Nolan’s animatronic design and FX services do, and the videos show off the firm’s talent and capabilities quite effectively – little wonder that they went viral online. The cheese video came out first, and a nutty variation of the idea followed.
This Japanese television commercial for Wacoal LaLan bras is a fascinating departure from the usual approach to selling intimate apparel in Western cultures. No sultry bedroom eyes, no come-hither looks, no languorous poses. Victoria’s Secret models they are not. The contrast is stark between the lingerie ads in the U.S. that imply that the right underwear will make you sexy and desirable, and this Japanese ad featuring young women doing a surreal and zany dance. What’s even more interesting is that Wacoal, a company headquartered in Kyoto, Japan, employs the sexy underwear strategy in ads that it runs in many other countries.