We open our archives to share a unique commercial project involving a global fast-food giant and a legend of the Kabuki world.
The Catchphrase: “Surprisingly Good”
Chosho Yabe was commissioned to write the handwritten catchphrase (Pen Calligraphy) for a McDonald’s Japan TV Commercial.
The phrase “Igai to ii kamo, McDonald” (McDonald’s, perhaps surprisingly good) appeared on screen, adding a personal and relatable touch to the visual message.
Tradition in a Suit
The commercial starred the renowned Kabuki actor, Ebizo Ichikawa. Known for his traditional kimono attire, seeing him in a sharp suit holding a hamburger offered a refreshing and modern contrast—a perfect blend of formal tradition and casual modernity.
A Vision for Modern Spaces
In recent years, McDonald’s has transformed its interior design to be more chic and sophisticated. Writing for this project sparked a vision: in these evolved, calm spaces, a piece of abstract calligraphy art could serve as a perfect accent.
Inspired by this, we used our Art Frame Visualizer to place a calligraphy piece in a modern McDonald’s-style interior.
“Igai to ii kamo?” (Surprisingly good, perhaps?)
Yabe Chosho Office
