Japanese design company Super Planning celebrate the 10th anniversary of their ROOTOTE bag brand this year and will air an amusingly musical commercial to celebrate. Highlighting the amount of different sizes and “something for everyone” designs of the award winning brand the commercial features a ROOTOTE orchestra comprised of 53 different Tote bags.
Rootote has been a strong brand in Japan having won Good Design awards and partnering on collaborations with designers and companies such as Nendo and more recently and internationally with MONOCLE magazine. The company has become known for their innovative design and fun branding as well as the quality of the product which uses pre-organic cotton, free of agricultural chemicals and fertilizers. They also produce the “Tote as Canvas” series which allows the public to “use the Tote bag canvas for creating art”.
The company is a good example of a brand that has been able to infuse its products with a certain amount of Japanese character in order to strengthen its image. Able to convey both the quality and the design aspect of the products without taking itself too seriously the brand exemplifies a marketing strategy that works particularly well for Japanese companies in this sector.
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Darrell is a native of the U.K. and has been in Japan since 2002. He consults on innovation and strategy at the 
I’ve always liked Japanese commercials and movies. They have that “je ne sais quoi” and a deep emotional view regarding the subject displayed. This is one example.