{"product_id":"weekly-morning-1000th-issue-beat-takeshi-original-release-japanese-nakazuri-poster-2000-b3-size-c-51-5-36-4-cm-copy","title":"“S.S. PHARMACEUTICAL ‘ESFIGHT GOLD’ × BEAT TAKESHI”, Original Japanese B3 Pharmaceutical Advertising Poster, c.1990s, B3 Size (c.36.4 × 51.5 cm) Q186","description":"\u003cp data-start=\"150\" data-end=\"192\"\u003e\u003cstrong\u003e“Japan is tiring.”\u003cbr\u003e\u003cbr\u003e“For eyes, shoulders, and lower back.”\u003cbr\u003e\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp data-start=\"194\" data-end=\"455\"\u003e\u003cstrong data-start=\"194\" data-end=\"228\"\u003e“エスエス製薬 × エスファイトゴールド × ビートたけし”\u003c\/strong\u003e — \u003cstrong data-start=\"231\" data-end=\"274\"\u003eORIGINAL JAPANESE B3 ADVERTISING POSTER\u003c\/strong\u003e – \u003cstrong data-start=\"277\" data-end=\"305\"\u003e“目、肩、腰に。” \/ “ニッポンは、疲れる。”\u003c\/strong\u003e\u003cbr data-start=\"305\" data-end=\"308\"\u003e\u003cstrong data-start=\"308\" data-end=\"333\"\u003ePROMOTIONAL-USE \/ 非売品\u003c\/strong\u003e\u003cbr data-start=\"333\" data-end=\"336\"\u003e\u003cstrong data-start=\"336\" data-end=\"455\"\u003eScarce | S.S. Pharmaceutical Campaign Display | Beat Takeshi \/ Takeshi Kitano | c.1990s Issue | B3 c.36.4 × 51.5 cm\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp data-start=\"457\" data-end=\"752\"\u003eThis is an \u003cstrong data-start=\"468\" data-end=\"511\"\u003eoriginal Japanese B3 advertising poster\u003c\/strong\u003e produced for \u003cstrong data-start=\"525\" data-end=\"576\"\u003eS.S. Pharmaceutical’s エスファイトゴールド \/ Esfight Gold\u003c\/strong\u003e campaign, featuring \u003cstrong data-start=\"597\" data-end=\"630\"\u003eBeat Takeshi \/ Takeshi Kitano\u003c\/strong\u003e in a bold, comic pharmaceutical advertisement aimed at everyday fatigue, eyestrain, stiff shoulders, and lower-back pain.\u003c\/p\u003e\n\u003cp data-start=\"754\" data-end=\"1066\"\u003eThe poster is undated, but related campaign references identify Beat Takeshi’s \u003cstrong data-start=\"833\" data-end=\"849\"\u003eEsfight Gold\u003c\/strong\u003e advertising under the memorable slogan \u003cstrong data-start=\"889\" data-end=\"905\"\u003e「ニッポンは、疲れる。」\u003c\/strong\u003e as a \u003cstrong data-start=\"911\" data-end=\"920\"\u003e1990s\u003c\/strong\u003e campaign; for accuracy, this example is best listed as \u003cstrong data-start=\"976\" data-end=\"987\"\u003ec.1990s\u003c\/strong\u003e rather than assigned to a specific year. \u003cspan class=\"\" data-state=\"closed\"\u003e\u003c\/span\u003e\u003c\/p\u003e\n\u003cp data-start=\"1068\" data-end=\"1428\"\u003e\u003cstrong data-start=\"1068\" data-end=\"1090\"\u003eCampaign \u0026amp; context\u003c\/strong\u003e\u003cbr data-start=\"1090\" data-end=\"1093\"\u003eThe upper-left text identifies \u003cstrong data-start=\"1124\" data-end=\"1134\"\u003eエスエス製薬\u003c\/strong\u003e — \u003cstrong data-start=\"1137\" data-end=\"1160\"\u003eS.S. Pharmaceutical\u003c\/strong\u003e — one of Japan’s long-established over-the-counter medicine companies. The product promoted here is \u003cstrong data-start=\"1261\" data-end=\"1275\"\u003eエスファイトゴールド\u003c\/strong\u003e, a vitamin \u003cstrong data-start=\"1287\" data-end=\"1300\"\u003eB1・B6・B12\u003c\/strong\u003e preparation. The poster’s lower product panel describes it as being for symptoms caused by nerve and muscle fatigue, including:\u003c\/p\u003e\n\u003cp data-start=\"1430\" data-end=\"1514\"\u003e\u003cstrong data-start=\"1430\" data-end=\"1450\"\u003e「眼精疲労・肩こり・腰痛に!!」\u003c\/strong\u003e\u003cbr data-start=\"1450\" data-end=\"1453\"\u003e— \u003cstrong data-start=\"1455\" data-end=\"1514\"\u003e“For eyestrain, stiff shoulders, and lower-back pain!!”\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp data-start=\"1516\" data-end=\"1748\"\u003eThis directly corresponds to the product’s continuing positioning as a vitamin B1, B6, and B12 medicine for \u003cstrong data-start=\"1624\" data-end=\"1709\"\u003eeye fatigue, shoulder stiffness, lower-back pain, neuralgia, and related symptoms\u003c\/strong\u003e. \u003cspan class=\"\" data-state=\"closed\"\u003e\u003c\/span\u003e\u003c\/p\u003e\n\u003cp data-start=\"1750\" data-end=\"1824\"\u003e\u003cstrong data-start=\"1750\" data-end=\"1779\"\u003eThe message — translation\u003c\/strong\u003e\u003cbr data-start=\"1779\" data-end=\"1782\"\u003eThe large red headline on the right reads:\u003c\/p\u003e\n\u003cp data-start=\"1826\" data-end=\"1886\"\u003e\u003cstrong data-start=\"1826\" data-end=\"1839\"\u003e「目、肩、腰に。」\u003c\/strong\u003e\u003cbr data-start=\"1839\" data-end=\"1842\"\u003e— \u003cstrong data-start=\"1844\" data-end=\"1886\"\u003e“For eyes, shoulders, and lower back.”\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp data-start=\"1888\" data-end=\"1937\"\u003eThe smaller white slogan near Beat Takeshi reads:\u003c\/p\u003e\n\u003cp data-start=\"1939\" data-end=\"1982\"\u003e\u003cstrong data-start=\"1939\" data-end=\"1955\"\u003e「ニッポンは、疲れる。」\u003c\/strong\u003e\u003cbr data-start=\"1955\" data-end=\"1958\"\u003e— \u003cstrong data-start=\"1960\" data-end=\"1982\"\u003e“Japan is tiring.”\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp data-start=\"1984\" data-end=\"2278\"\u003eThe line is concise, funny, and distinctly Japanese in tone. Rather than presenting fatigue as a purely medical issue, the campaign turns it into a shared national condition: work, commuting, long hours, social obligations, and daily strain. The humour gives the product immediate memorability.\u003c\/p\u003e\n\u003cp data-start=\"2280\" data-end=\"2740\"\u003e\u003cstrong data-start=\"2280\" data-end=\"2313\"\u003eBeat Takeshi \/ Takeshi Kitano\u003c\/strong\u003e\u003cbr data-start=\"2313\" data-end=\"2316\"\u003eThe central appeal of the poster is \u003cstrong data-start=\"2352\" data-end=\"2368\"\u003eBeat Takeshi\u003c\/strong\u003e, shown in an exaggerated costume with a floating head and pointed gesture. By the 1990s, Takeshi was one of Japan’s most recognisable public figures, known across television comedy, film, acting, writing, and directing. His official profile identifies him broadly as a comic artist, film director, actor, painter, writer, and singer. \u003cspan class=\"\" data-state=\"closed\"\u003e\u003c\/span\u003e\u003c\/p\u003e\n\u003cp data-start=\"2742\" data-end=\"3141\"\u003eHis expression here is classic Takeshi: deadpan, slightly absurd, and instantly readable. The campaign uses his comic persona to make a practical pharmaceutical message feel sharp and memorable. The theatrical costume and floating-head composition give the poster a playful, almost mythological quality, while the simple product message remains clear: \u003cstrong data-start=\"3094\" data-end=\"3140\"\u003eeyes, shoulders, lower back — Esfight Gold\u003c\/strong\u003e.\u003c\/p\u003e\n\u003cp data-start=\"3143\" data-end=\"3455\"\u003e\u003cstrong data-start=\"3143\" data-end=\"3160\"\u003ePoster design\u003c\/strong\u003e\u003cbr data-start=\"3160\" data-end=\"3163\"\u003eThe design is bright, simple, and highly effective. A turquoise-blue background gives strong contrast to the red costume, red headline, and product branding. Beat Takeshi appears twice in full costume near the lower half of the image, while the large floating head dominates the upper centre.\u003c\/p\u003e\n\u003cp data-start=\"3457\" data-end=\"3827\"\u003eThe lower section shows the \u003cstrong data-start=\"3485\" data-end=\"3501\"\u003eEsfight Gold\u003c\/strong\u003e box and bottle, with a bold red-and-white product panel. The layout balances humour and clarity: the viewer first notices Takeshi, then the slogan, then the product claim. It is an excellent example of Japanese 1990s celebrity advertising, where a familiar personality carried the campaign’s tone as much as the written copy.\u003c\/p\u003e\n\u003cp data-start=\"3829\" data-end=\"4208\"\u003e\u003cstrong data-start=\"3829\" data-end=\"3852\"\u003eAbout the B3 format\u003c\/strong\u003e\u003cbr data-start=\"3852\" data-end=\"3855\"\u003eJapanese \u003cstrong data-start=\"3864\" data-end=\"3870\"\u003eB3\u003c\/strong\u003e posters measure approximately \u003cstrong data-start=\"3901\" data-end=\"3919\"\u003e36.4 × 51.5 cm\u003c\/strong\u003e. This size was widely used for compact advertising display, including retail, promotional, and transit-related environments. Unlike mass-market magazine advertisements, campaign posters of this type were produced for practical short-term display and were generally not sold to the public.\u003c\/p\u003e\n\u003cp data-start=\"4210\" data-end=\"4484\"\u003eBecause such posters were working advertising material, many were discarded after the campaign ended. Surviving examples in clean condition are increasingly desirable, particularly when connected to a major Japanese cultural figure such as \u003cstrong data-start=\"4450\" data-end=\"4483\"\u003eBeat Takeshi \/ Takeshi Kitano\u003c\/strong\u003e.\u003c\/p\u003e\n\u003cp data-start=\"4486\" data-end=\"4730\"\u003e\u003cstrong data-start=\"4486\" data-end=\"4521\"\u003eWhy this example is collectible\u003c\/strong\u003e\u003cbr data-start=\"4521\" data-end=\"4524\"\u003eThis poster appeals across several collecting categories: \u003cstrong data-start=\"4582\" data-end=\"4613\"\u003eJapanese advertising design\u003c\/strong\u003e, \u003cstrong data-start=\"4615\" data-end=\"4644\"\u003e1990s celebrity campaigns\u003c\/strong\u003e, \u003cstrong data-start=\"4646\" data-end=\"4678\"\u003eS.S. Pharmaceutical ephemera\u003c\/strong\u003e, and \u003cstrong data-start=\"4684\" data-end=\"4729\"\u003eBeat Takeshi \/ Takeshi Kitano memorabilia\u003c\/strong\u003e.\u003c\/p\u003e\n\u003cp data-start=\"4732\" data-end=\"5022\"\u003eIt is especially strong as a display piece because the design is simple, colourful, and instantly recognisable. The slogan \u003cstrong data-start=\"4855\" data-end=\"4871\"\u003e「ニッポンは、疲れる。」\u003c\/strong\u003e gives the poster period charm, while the direct product line \u003cstrong data-start=\"4933\" data-end=\"4946\"\u003e「目、肩、腰に。」\u003c\/strong\u003e makes it a highly effective example of Japanese pharmaceutical advertising.\u003c\/p\u003e\n\u003cp data-start=\"5024\" data-end=\"5126\"\u003e\u003cstrong data-start=\"5024\" data-end=\"5037\"\u003eCondition\u003c\/strong\u003e\u003cbr data-start=\"5037\" data-end=\"5040\"\u003e\u003cstrong data-start=\"5040\" data-end=\"5126\"\u003eNear Mint condition. Please review the photos—they show the exact poster for sale.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp data-start=\"5353\" data-end=\"5480\"\u003eIt is \u003cstrong data-start=\"5359\" data-end=\"5366\"\u003enot\u003c\/strong\u003e a reproduction or a reprint.\u003cbr data-start=\"5395\" data-end=\"5398\"\u003e\u003cstrong data-start=\"5398\" data-end=\"5439\"\u003eCertificate of Authenticity included.\u003c\/strong\u003e\u003cbr data-start=\"5439\" data-end=\"5442\"\u003eIt is approximately \u003cstrong data-start=\"5462\" data-end=\"5479\"\u003e30+ years old\u003c\/strong\u003e.\u003c\/p\u003e\n\u003cp data-start=\"5482\" data-end=\"5762\" data-is-last-node=\"\" data-is-only-node=\"\"\u003eA scarce original \u003cstrong data-start=\"5500\" data-end=\"5568\"\u003ec.1990s S.S. Pharmaceutical “Esfight Gold” B3 advertising poster\u003c\/strong\u003e featuring \u003cstrong data-start=\"5579\" data-end=\"5612\"\u003eBeat Takeshi \/ Takeshi Kitano\u003c\/strong\u003e — a sharp, humorous, and highly displayable piece of Japanese celebrity advertising, centred on the memorable campaign slogan: \u003cstrong data-start=\"5740\" data-end=\"5762\" data-is-last-node=\"\"\u003e“Japan is tiring.”\u003c\/strong\u003e\u003c\/p\u003e","brand":"Japan Poster Shop","offers":[{"title":"Default Title","offer_id":56954121486714,"sku":null,"price":135.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0424\/8859\/4591\/files\/wall-shelf-with-ornaments-2026-06-07T074341.859.jpg?v=1780785879","url":"https:\/\/japanposter.co.uk\/products\/weekly-morning-1000th-issue-beat-takeshi-original-release-japanese-nakazuri-poster-2000-b3-size-c-51-5-36-4-cm-copy","provider":"Japan Poster Shop","version":"1.0","type":"link"}