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Astonishing Charles Bronson Ad From Japan Puts Old Spice Guy To Shame

Facial hair, ripped abs, horseback riding, gunplay.
A new ad for Old Spice?

Not exactly.

It's an old commercial for the Japanese men's toiletry brand "Mandom" which — unlike Old Spice — is not a parody.

The ad in question stars the late Charles Bronson, who starred in the "Death Wish" franchise.

The seventies mega-hunk channels several leading men in the two-minute epic: Humphrey Bogart in "Play It Again Sam", Sean Connery in just about any Bond film, and himself in many of his tough-guy, vigilante roles.

Mandom recruited Bronson to promote the fragrance line after his film, "Once Upon A Time In The West" became a hit in Japan. He was perceived as the quintessential 'Western Man.'

The actor was paid $100,000 to star in the commercial which took Japanese director, Nobuhiko Ohbayashi, four days to shoot. Apparently, the sum exceeded the fees Bronson made for his memorable roles in both "The Magnificent Seven" and "The Great Escape" together.

The ad turned out to be as successful in Japan as Bronson's films. Within weeks of airing the commercial, Mandom become the No.1 selling male toiletry brand in the country.

Amazing. I was going to ask some snide question about his marinating himself in the stuff at the end of the day, but that $100,000 Bronson got for four days of work in 1968 equals over $739,000 in present day dollars. Whatever you say, Obayashi-san.

Then


Now

It's a big thing for western movie stars to make commercials for the Japan market. It avoids dilution of their "branding" in the US by appearing in commercials that nobody in America would ever see. You still rake in the big bucks (or would it be yen). You'd be amazed at the big stars you see in Japanese ads.

The movie Lost in Translation with Bill Murray is a great depiction of this phenomenon.

I wonder how much Percy Helton was paid. Always liked him.

I watched those while serving in Korea. They were a hoot.

Charles Bronson used an entire styptic pencil every time he shaved.

quote:

Originally posted by kkina:


The movie Lost in Translation with Bill Murray is a great depiction of this phenomenon.

first thing i thought of

excellent movie

if you've ever been to Japan it will make more sense

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Reminds me of this Japanese commercial with Arnie... Not even close to being as cool as Bronson though

I'm pretty sure that Mandom is an excellent gun lubricant, guaranteed to make you’re pistol go bang every time.

Yes, even John Wick...

Apparently the stuff was very dilute, 'cause he had to spray a buttload of it on. Either that, or he uses the same application volume as my mom does on her perfume....

Well - it certainly seems to work well for him as he hangs out in his apartment alone.....

Guys remember Jack Bauer?

Man he poured that on like he was taking a shower.

That's exactly what I thought.. you probably could smell him from a mile away... must never actually wash....

Yeah, after a dousing like that, I’d sure hate to be trapped in an elevator with him.