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Shodai Godzilla Returns in Boss Ad Celebrating Tokusatsu

Shodai Godzilla Returns in Boss Ad Celebrating Tokusatsu

Scified2021-05-27 15:01:02https://www.scified.com/articles/shodai-godzilla-returns-boss-ad-celebrating-tokusatsu-14.png
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In 2019, BOSS Coffee debuted an excellent ad dramatizing the trials of Haruo Nakajima's performance as Godzilla. The ad celebrated the art of suitmation and Nakajima's perseverance for bringing the King of the Monsters to life. It also used traditional tokusatsu and the replica of the 1954 suit sculpted by Yuji Sakai in 2018.

This year BOSS is back at it again! Showcasing decades of different special effects techniques such as blue screen, projection and stop motion, the ad ends with a celebration of Japan's own form of expression: The specific style of miniature and suitmation work known as tokusatsu.

Take a look at the epic ad below, featuring new effects shots of the 2018 Shodai Godzilla suit:

The commercial ends with a brief blurb on Godzilla vs. Kong covid masks.

Oricon's Youtube page examines the video,

This video recalled the Golden Age of Hollywood, and Japanese film crews, who were inspired by the video revolution in 1930s foreign films, when various new expression methods appeared, searched for their own new expression methods. As a result, "tokusatsu" was born, which led to the birth of "Godzilla"

You can watch the BOSS commercial from 2019 below:

Which BOSS commercial did you like best? Which was the most inspiring? Sound off below.

Oricon Official Youtube

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This article was written By G. H. (Gman) and published on 2021-05-27 15:01:02

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38 Fan responses to Shodai Godzilla Returns in Boss Ad Celebrating Tokusatsu


GiganMember3193 XPMay-27-2021 3:02 PM

i literally just saw this and didn’t realize what it was

Trash panda

AnguirusMember1265 XPMay-27-2021 3:03 PM

I need to see this on my t.v.


GiganMember2135 XPMay-27-2021 5:18 PM

I got a bad feeling about this.....


GiganMember2135 XPMay-27-2021 5:18 PM



GiganMember3193 XPMay-27-2021 5:27 PM


why should this give you a bad feeling? Its just a ad

If it was either Toho or MOnsterverse,

Id choose toho

G. H. (Gman)

GodzillaAdmin5128 XPMay-27-2021 5:45 PM

Just fills me with glee. This ad reminds me why I like Godzilla and this franchise in the first place.

G. H. (Gman)

GodzillaAdmin5128 XPMay-27-2021 5:45 PM

And the take on Godzilla's march in this... *chef's kiss*


BaragonMember137 XPMay-27-2021 7:20 PM

yes, the godzilla march theme there was beautiful 

Super Godzilla

Mothra LarvaeMember56 XPMay-27-2021 7:24 PM

2nd trailer for sure. Liking the CGI in both, gets me excited to see what Japan dishes out for us next.


GiganMember3193 XPMay-27-2021 9:02 PM

honestly I’m not too fond of this march theme


BaragonMember101 XPMay-27-2021 11:47 PM

If they are to make a film, they should use the latest technology, as demonstrated in Godzilla The Ride: Giant Monsters Ultimate Battle.

G. H. (Gman)

GodzillaAdmin5128 XPMay-28-2021 12:02 AM

I'd be more interested in another tokusatsu production. We get enough CG cranked out in just about every Hollywood production ever.


AnguirusMember1446 XPMay-28-2021 1:21 AM

mix of both perhaps?


BaragonMember101 XPMay-28-2021 4:38 AM

G. H. (Gman),

I doubt that much people would pay to see tokusatsu these days. CG can achieve everything tokusatsu can and do better, according to the director's vision. Also, building a miniature destructible city feels more costly than modeling one on a computer. 


You mean Godzilla: Final Wars?


AnguirusMember1446 XPMay-28-2021 8:31 AM

basically, ig


i havent seen it yet but i do have it


GiganMember2135 XPMay-28-2021 8:48 AM

Toho and WB just need to COEXIST


GiganMember3193 XPMay-28-2021 9:28 AM


You realize this is an ad for coffee. 

and it’s up to toho


GiganMember2135 XPMay-28-2021 9:41 AM

Yes I know but promoting a newer look for their stuff that isn't SP is troubling


GiganMember3193 XPMay-28-2021 9:51 AM


The “new look” in the as is the OG design. And No it’s not troubling, SP was started production at the same time as the Three godzilla anime films


GiganMember2135 XPMay-28-2021 10:52 AM

oh.  Nevermind then.

G. H. (Gman)

GodzillaAdmin5128 XPMay-28-2021 10:58 AM

People still pay out the ears for Ultraman, Super Sentai and Kamen Rider. Besides, I don't really care how popular it is. Tokusatsu is more unique, special and artist than the fast-food, mainstream-ism of CG. Many filmmakers in Japan want to preserve tokusatsu for the artform, look and style. It's not about making something look realistic, it's about making it look unique unto itself. It's one of the reasons I got in to Godzilla and tokusatsu and it just feels more appropriate.


AnguirusMember1446 XPMay-28-2021 11:32 AM

Tokusatsu is pretty nifty

G. H. (Gman)

GodzillaAdmin5128 XPMay-28-2021 12:07 PM

Indeed. Who cares if it's not very popular. Most of my life Godzilla hasn't been very popular in the west, yet as tokusatsu it still sold out like hotcakes in Japan. Nowdays tokusatsu lives on more as a novelty and an artistic expression. Popularity isn't the point with it. Artistic integrity is.

Personally, I'd rather Godzilla go back to being a niche franchise that celebrates that aspect of Japanese culture, than just do what everyone else does. If it's not your thing? Then it doesn't have to be. There's five CG Godzilla titles for you in the meantime--One edging a little closer to tokusatsu than others, but CG nonetheless.


GiganMember3193 XPMay-28-2021 12:25 PM

G. H. (Gman)

What about a blend kind of like Final Wars Did

G. H. (Gman)

GodzillaAdmin5128 XPMay-28-2021 12:30 PM

Final Wars was still more tokusatsu than CG, but I don't mind it being implemented as a tool now and then. It's when it becomes a catch-all technique that it feels overused and, by extension, boring.


AnguirusMember1446 XPMay-28-2021 12:41 PM

There go my dreams of making CG animation.


I kid, I kid. Tokusatsu is still great.


GiganMember3193 XPMay-28-2021 1:26 PM


I think CG is great with animated projects


AnguirusMember1446 XPMay-28-2021 1:30 PM

That's good


GiganMember2135 XPMay-28-2021 3:24 PM

Gman, how could anyone say CGI is boring?

Critics have no taste.

Lemme change some minds with some amazing CGI


G. H. (Gman)

GodzillaAdmin5128 XPMay-28-2021 4:02 PM

Very easily after those images. It's boring. It looks like every other CGI feature we see every weekend in whatever new blockbuster is being released. What's so exciting and new about something that's been used as a catch-all for thousands of movies in the last 20+ years? It just looks like every other movie out there.


GiganMember3193 XPMay-28-2021 4:17 PM


Interesting all those are from GvK. I don’t see KoTM or G 14. 

Anyway I don’t personally have a problem with CGI, but I do want to see more practical effects

G. H. (Gman)

GodzillaAdmin5128 XPMay-28-2021 4:20 PM

There's definitely a time and place for CG. But it doesn't need to be every movie ever for every single effects shot ever composed. I love the Tarantino and Nolan are at least two western filmmakers that use very little to zero CG in their films. It really helps break up the different look of special effects.


GiganMember3193 XPMay-28-2021 4:33 PM

Practical Effects have a lot to them. But I do think that movies do have it have a level of realism to keep them from laughing it off. This can be achieved with practical effects of course, I love the blend of Tokusatsu and real life footage in the Hesei Gamera Series, but I do love the fluidity of the CGI used in KOTM, G 14, and GvK. It makes godzilla seem more alive. 

G. H. (Gman)

GodzillaAdmin5128 XPMay-28-2021 4:51 PM

But what if realism isn't the point?

See this is what a lot of people miss about tokusatsu, to paraphrase Shiro Sano from GMK, it's not about looking realistic. It's about mood and atmosphere.

Most western effects, especially Hollywood are about representational art. Whereas tokusatsu is about presentational art.

See, representational art demands that special effects must recreate our reality and trick the audience into believing it's real. It represents how something might be seen in our world.

But presentational art creates its own reality where the visual world is vastly different from our own. It "presents" its own reality--Not unlike stage theater. Do the sets and costumes in stage theater always look 100% realistic? Of course not. It's not suppose to. 

It's the same for Godzilla and the world that Tsuburaya created with tokusatsu. And this world allows stories that typically wouldn't work with representational art. It allowed all the crazy adventures with Godzilla, Gamera and Ultraman to exist.

Most western audiences believe that if something does not look "realistic" it must be a flaw. But that's not the case with ever culture. Because something doesn't look realistic, doesn't mean it's flawed, sometimes the goal is very different.

I think it's very important we examine the words of film historian/critic, David Kalat:

"That is not to say the effects look 'realistic,' but realism was not the point. American audiences conditioned to expect realism conclude that anything short of the goal must be a mistake. By contrast, Japanese art often values beauty, poetry, or fantasy above realism."



GiganMember3193 XPMay-28-2021 5:06 PM

I don’t think that realism is against art or bad. Even fictional worlds can and should abide by their realism. I was just saying that CGI isn’t completely bad. And I think realism can help with the artistic value or message of the film. In Shin Godzilla, realism helped convey the message, The realistic CGI of Godzilla helps ground it in the world it’s in. I think if it had less realism with godzilla it’s message would have been depleted. Tokusatsu is great but it’s stiff and rigid. Shin godzilla’s movement resembles it, but has much more fluidity and articulation


BaragonMember101 XPMay-28-2021 7:43 PM

The reason why I prefer CGI is the graphical details. The way Godzilla's pupils wriggled, his nostrils flaring and saliva sprinkling in his mouth while he roared. He just felt like a living, breathing creature. You can never make a sophisticated rubber suit to convey such a feeling. It's not just about realism, it's about the vividness of the iconic character himself. 

G. H. (Gman)

GodzillaAdmin5128 XPMay-28-2021 9:23 PM

But likewise non-realism isn't against art either. Fictional worlds can abide by realism, but it doesn't mean they should. I also disagree with the assertion that the seriousness involved in the message and themes of Shin Godzilla couldn't have been conveyed via tokusatsu. It worked for the original film, Return of Godzilla and GMK. In fact Shin Godzilla was initially supposed to use practical effects and animatronics for Godzilla. And a great deal of the destruction sequences were miniatures.

Which is fine, but I prefer what Godzilla helped create. In Japan Godzilla is the king of an entire special effects style that spawned many other Toho sci-fi/kaiju films, Gamera, Daimajin, Ultraman, Super Sentai, Kamen Rider, etc. Under CG he's simply a pauper to stuff pioneered by James Cameron and Spielberg.

G. H. (Gman)

GodzillaAdmin5128 XPMay-30-2021 10:16 AM

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