Suntory Boss Coffee

There’s a familiar, craggy face lurking on the vending machines, billboards, convenience store shelves and commercials here in Japan. That face belongs to none other than Tommy Lee Jones. In Japan, Jones is probably more known for being the iconic, enduring face of Suntory’s Boss Coffee than he is recognized for his Hollywood film roles.

Since 2006, Tommy Lee Jones has been the frontman for Suntory's Boss Coffee brand, appearing in a series of ads that are as quirky as they are captivating. The series was the brainchild of Fukusato Shin’ichi, a commercial campaign planner who has over 1500 ads to his name done at shops One Sky & Dentsu. Fukusato sought to counterbalance the pervasive negativity in the news. He envisioned a series that would offer a refreshing perspective on life’s simpler joys, embodied by an alien who grows to appreciate Earth's quirks and qualities through various jobs, from a Fisherman to a construction worker. This alien, portrayed by Tommy Lee Jones, would become an empathetic observer, gradually revealing the admirable aspects of human endeavour, all while sipping on Boss Coffee. The campaign become known as the "Alien Jones" or "Spaceman Jones" series.

The furrowed brow, the slight smirk and that dry indifference all which make these ads a brilliant mix of deadpan humour and subtle empathy, qualities that Jones' weathered face conveys with quite remarkable ease. The campaign cleverly plays on Jones’ stoic persona, using his international movie star mystique to draw in viewers, and ironically making him more known for being the face of Boss here in Japan, than a top notch Hollywood star.

But why Tommy Lee Jones? I mean, Japan is no stranger to seeking out top notch Hollywood celebrities from Arnold to Brad Pitt. I personally believe that Suntory’s choice is a stroke of  genius. Jones brings with him a certain no-nonsense, charismatic rugged authenticity and reliability– all which perfectly pair well with what coffee is all about in the first place.

The furrowed brow, the slight smirk and that dry indifference all which make these ads a brilliant mix of deadpan humour and subtle empathy, qualities that Jones' weathered face conveys with quite remarkable ease. The campaign cleverly plays on Jones’ stoic persona, using his international movie star mystique to draw in viewers, and ironically making him more known for being the face of Boss here in Japan, than a top notch Hollywood star.

The success and longevity of the campaign can also be attributed to its humour and universality, not to mention Jones’ rugged appeal and consistent creativity shown in bringing fresh slice-of-life takes with each commercial. This blend of local and global appeal is not just smart marketing– it's a cultural exchange, with Jones as the unexpected ambassador bridging East and West all over a can of coffee. Brilliant, or as Tommy says "I'm an introspective guy when there's money in it."

(he really said that by the way!).