japanese art, design and culture
Spoon-Tamago

After you, Prime Minister

This is an ad that appeared in the publication “koukoku hihyou” (previously) in June 1982. It reads something to the effect of,  ”after you, Prime Minister,” and was created in response to heightened nationalism and a move, which was thwarted, to reintroduce conscription into the constitution.

The ad itself was done by legendary art director Katsumi Asaba and influential copywriter Shigesato Itoi.

Although rooted in a historical context of a different time, the ad has appealed to a young generation of frustrated voters, upset about the outcome of the recent election and fearing a constitutional revision that would emphasize citizens’ obligations to the state and potentially open the door one day to universal conscription.

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