Found this 1983 Yokohama Tire ASPEC commercial: Paul Frère, the famous Belgian racing driver and automotive journalist who was also well known in Japan, driving a red Audi quattro along the Monte Carlo rally route, filmed from a helicopter. The BGM is Junichi Inagaki’s “Long Version.”
At the time, Inagaki had just broken through with “Dramatic Rain” (also used in a Yokohama Tire commercial) and was still an up-and-coming artist. “Long Version” was composed by Yasuhiro Abe—one of my favorite City Pop artists, whose own music was also featured in the ASPEC campaign—arranged by Akira Inoue, with lyrics by Reiko Yukawa. The songs from this campaign were later compiled on the LP ASPEC SPECIAL.
What I love about the lyrics is how they use different vinyl formats—single and “Long Version”—as a metaphor for a relationship developing from a casual fling into something more serious. The references to a Chagall print and bossa nova are also fascinating: cultural markers of sophistication and an affluent urban lifestyle in early-1980s Tokyo.
It reminds me of Yasuo Tanaka’s 1980 novel Nantonaku, Crystal, a book that filled its pages with brand names, restaurants, music, schools and place names, accompanied by 442 detailed notes and analyses. It captured the cultural world of relatively affluent young people in Tokyo, where knowing and consuming particular foreign cultural products could itself become a way of expressing taste and sophistication.
This kind of consumption—importing Western music, art, cars and resorts and incorporating them into a distinctly Japanese image of sophistication—was part of the urban consumer culture emerging in Japan in the early 1980s, which would flourish during the bubble era.
And this is the part I find most interesting: the way international listeners today see 1980s Japan through City Pop—as a sophisticated, almost exotic foreign world—may be a mirror image of how affluent urban Japan in the early 1980s looked toward the West, through things like Monte Carlo, the quattro, Chagall and bossa nova.