Bush in Japan: slow, stupid and dressed in a floral suit

An ad campaign for a tea-based drink that pokes fun of former US President George Bush, has been on the Japanese airwaves for over a month.

The ads for a flavoured tea-based drink called Herbal Clear promises to cleanse users of all "bad things". As an example of a "bad thing", the Japanese campaign presents former US President George W. Bush. Played by actor Brent Mendenhall, who on this occasion stars as the president of a company, not a country, Bush is depicted as stupid and ridiculous. A marketing strategy that doesn't seem to shock Japanese viewers...

Contributors

Toshiya Mizo...

“Anti-Bush feelings do exist in Japan but they’re not that strong”

Toshiya Mizoguchi is creative director of a major advertising firm in Japan.

The first time I saw these commercials, I laughed. Although with the elevator spot I didn't even realise that it was George W. Bush and a number of people have told me the same thing. They're not bad ads, not great ads either. Even though they make fun of Bush, they're haven't caused an outrage so far.

Herbal Clear is a new brand but it's not the first time their parent company, Suntory, has used such a strategy. They made a spot with a Bill Clinton look-a-like, and that was talked about a lot more.. Obama on the other hand, the Japanese people like."

Toshiya Mizo...