Japan Ad Industry Loses Interest in US Stars
"A Hollywood in-house secret, Japanese TV commercials were once talked about with a wink and a shake of the head. Piles of cash were paid to stars willing to peddle anything from whiskey to cigarettes, cars to coffee, instant noodles to cafe latte — as long as nobody told the fans back home. Sadly, the days of seeing, say, Harrison Ford guzzling Kirin beer may be over. American stars have not vanished from the Japanese advertising landscape, but their numbers have dropped dramatically since the heyday of the 1990s.
"The mystique has faded," said Akihiko Sasamoto, who heads the Asian casting division of Hakuhodo, one of Japan's biggest advertising and marketing agencies. "You no longer have this distinction between foreign artists and Japanese artists. So we don't need to spend a big amount of money on a Hollywood star."
-- LA Times via AdJab