Despite being one of the world’s biggest brewers, Asahi’s own Super Dry beer brand carries a bit of outsider edge in the UK.

That’s thanks in part to the (exotic, even mysterious, to most Brits) kanji lettering on its labels, but also ads like this one, in which a Japanese couple buy a bottle of Asahi at a convenience store, telling the cashier they “seek what is unique”. He presses a button that summons a secret key, which in turn opens a portal into a particularly cool part of town.

Our heroes’ eyes are caught by spiky metallic designs, first on a motorcycle helmet and then on a dress – which leads them to an exclusive bar, where they’re greeted by a spiny puffer fish… and a couple of refreshing beers.

The ad doesn’t need to, nor try to, explain too much. The ‘different, cool, delicious’ message is clear enough.

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