Beer campaign stirs up the ire of working wives in Japan

on 15/10/10 at 12:05 pm

Booze News

The nostalgic ad campaign for Suntory’s hugely popular drink Kin Mugi  has proved a hit with middle-aged men who are pining for the simple charms of yesteryear. The campaign depicts a smiling wife played by actress Rei Dan  who, while waiting for her husband to return home from work to down a few refreshing glasses of beer-like Kin Mugi, passes the time by enjoying fireworks, running through clouds of cherry blossoms and posing cutely in a yukata. Though men are lapping up the nostalgic picture of the carefree, stay-at-home cutie, some women of the same generation find the whole thing deeply offensive.

“Every time I watch that actress playing the wife wait for her husband to return from work with a big smile on her face, I get the sense that something’s deeply wrong with this picture. If I think about that carefree spoilt woman, I get really irritated.”

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