Reaching Nirvana

This truly epic beer commercial, The Legendary Biru was developed for Sapporo at Dentsu Canada by creative director/copywriter/art director Glen Hunt, creative director/art director Les Soos, copywriter Dhaval Bhatt, agency producer Sharon Kosokowsky, strategic planner Jeff McCrory, account director Tim Binkley, cultural consultant Nobu Tanaka.


Sapporo – Not a Light Beer, An Enlightened Beer

It’s an incredibly well done commercial; both Dentsu Canada and Sapporo should be justifiably proud of the team’s creativity and skill.

Is it just me though, or is this commercial also a subtle metaphor for Buddhism’s six conditions or realms of existence, called samsara: Manusya-gati, Tiryagyoni-gati, Naraka-gati, Preta-gati, Asura-gati, and Deva-gati? Are they implying that one can reach nirvana by drinking beer, especially Sapporo?

I suppose it’s plausible. There’s supposedly truth in wine, so there might be enlightenment in beer. Beer is, after all, proof that the Gods love us. 😉

Related Reading:

DK Eyewitness Travel Guide Canada
God Is Not One: The Eight Rival Religions That Run the World
National Geographic Guide to the National Parks of Canada, 2nd Edition
DK Eyewitness Travel Guide Japan
1972 United States Olympic Book, Munich, Sapporo.

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