“スーパーニッカ × ロイ・シャイダー” (1984) – ORIGINAL JAPANESE B2 WHISKY ADVERTISING POSTER – “< I’m a boy. >”
Very Rare | Showa-Era Japanese Advertising | Nikka Whisky | Roy Scheider Campaign | 51.5 × 72.8 cm (B2)
This is a rare and highly charming original Japanese B2 advertising poster for Super Nikka Whisky (スーパーニッカ), featuring American actor Roy Scheider. This poster belongs to the famous 1984 Super Nikka “I’m a boy” campaign, in which Scheider appeared in Japanese advertising for the brand.
This is not a movie poster, but an original commercial advertising poster intended for display in places such as liquor shops, bars, restaurants, and promotional retail spaces. As a result, surviving examples in strong display condition are much harder to find than many standard theatrical posters.
The campaign & context
The poster features Roy Scheider, best known internationally for his roles in Jaws (1975), Marathon Man (1976), and All That Jazz (1979). His appearance in a Japanese whisky campaign is a wonderful example of the late Showa era, when major Japanese brands frequently worked with international film stars to create sophisticated, aspirational advertising.
The campaign’s memorable English tagline reads:
“< I’m a boy. >”
This wonderfully enigmatic phrase is typical of high-end Japanese advertising from the period. Rather than functioning as literal product copy, it suggests a mood: a mature, sophisticated man who still retains a boyish spirit, warmth, humour, and a sense of adventure. That slightly mysterious use of English is part of the poster’s charm and makes it immediately recognisable as a piece of Japanese commercial design.
The related 1984 television commercial for Super Nikka also used this campaign identity, with music composed and arranged by Japanese musician Yasuo Higuchi (樋口康雄), adding another layer of period-specific cultural interest.
Super Nikka Whisky
Super Nikka is one of Nikka Whisky’s classic premium blended whisky lines. Originally introduced in the 1960s, it became closely associated with refinement and quality in Japan. By the 1980s, Nikka’s advertising often presented whisky not only as a drink, but as part of a broader lifestyle: modern, international, relaxed, and quietly luxurious.
This poster captures that world beautifully.
Poster design (what you see here)
The composition is warm, bright, and understated. Roy Scheider is shown in a relaxed seated pose, wearing a crisp white shirt with a beige sweater draped casually over his shoulders. He holds a whisky glass with ice, smiling naturally toward the viewer.
Beside him sits a cheerful Golden Retriever, creating a humorous and heartwarming visual parallel. The pairing gives the poster an easy domestic charm: companionship, loyalty, comfort, and relaxed confidence.
The Super Nikka bottle is placed at the lower right, anchoring the advertisement without overwhelming the composition. The bottle’s distinctive rounded form and “Rare Old” label are immediately recognisable, while the image remains focused on atmosphere rather than heavy product messaging.
Typography & branding
The headline “< I’m a boy. >” appears at the top in a textured blue serif typeface, giving the phrase a poetic, slightly typewritten quality. The use of angled brackets adds to the campaign’s distinctive visual identity.
At the lower right, bold text reads SUPER NIKKA, with スーパーニッカ beneath it. At the lower left is the classic ニッカウヰスキー mark, using the traditional ヰ character — a wonderful detail that preserves the brand’s heritage within a modern 1980s advertising layout.
About the B2 format
Japanese B2 posters measure approximately 51.5 × 72.8 cm. This was a standard display size for Japanese film, advertising, and retail posters. Unlike theatrical posters, however, commercial advertising posters were often used in shop windows, bars, restaurants, or sales environments and then discarded once the campaign ended.
For that reason, vintage Japanese alcohol advertising posters featuring major international actors are increasingly difficult to source, especially in attractive condition.
Why this example is special
This poster sits at a strong collecting intersection: Japanese whisky history, Showa-era advertising design, Hollywood celebrity campaigns in Japan, and Roy Scheider memorabilia. It is a superb example of how Japanese brands used international cinema personalities to create an image of sophistication, warmth, and character.
The result is not simply an advertisement for whisky, but a beautifully preserved piece of 1980s Japanese visual culture.
Condition
Excellent overall vintage condition. The poster presents beautifully, with strong colour, clean imagery, and an excellent overall display appearance. Light signs of age, handling, and display/storage may be visible, including minor corner wear or small pinholes consistent with original advertising use. Please review the photographs carefully, as they show the exact poster for sale.
It is vintage and approximately 40 years old.
It is not a reproduction or a reprint.
Certificate of Authenticity included.
A rare original 1984 Super Nikka Whisky × Roy Scheider Japanese B2 advertising poster — a stylish and highly collectible piece of Showa-era Japanese commercial design, built around the unforgettable campaign line: “< I’m a boy. >”
