Panasonic signals a break from its conservative past

An ad campaign depicting Japanese same-sex couples is a cautious step in the right direction

28 February 2021 - 19:45 By Leo Lewis

About 80 seconds into Panasonic’s newest advert, a work-worn salaryman finally makes it home from the office. He is kissed by his waiting boyfriend and melts into a cuddly dinner on the sofa and general domestic bliss. 

Throughout the dulcet feel-good fest, other young Japanese are seen unselfconsciously enjoying life as LGBT+ people. The tagline, “#ThinkYourNormal”, may suggest Panasonic believes Japanese society would previously have considered them abnormal, but the highly refined schmaltz is a difficult couple of minutes not to like...

This article is reserved for Sunday Times subscribers.

A subscription gives you full digital access to all Sunday Times content.

Already subscribed? Simply sign in below.

Registered on the BusinessLIVE, Business Day or Financial Mail websites? Sign in with the same details.



Questions or problems? Email helpdesk@timeslive.co.za or call 0860 52 52 00.

X