When it came out in 1995, Mamoru OshiÂi’s Ghost in the Shell showed the world what the art of JapanÂese aniÂmaÂtion could do with the kind of gritÂty, tech-satÂuÂratÂed, globÂalÂized cyberÂpunk visions popÂuÂlarÂized in the preÂviÂous decade by William GibÂson and othÂer writÂers. The film’s parÂticÂuÂlarÂly sucÂcessÂful release in the UnitÂed KingÂdom got some culÂturÂalÂly savvy marÂketers in IreÂland thinkÂing: why not use this sort of thing to sell beer?
But rather than ripÂping it off and waterÂing it down — all too par for the course in adverÂtisÂing — they hired aniÂmaÂtors straight from ProÂducÂtion I.G., Ghost in the Shell’s stuÂdio, to creÂate a whole new aniÂmatÂed cyberÂpunk realÂiÂty, the one in which Last Orders, the minute-long spot above, takes place. The 1997 comÂmerÂcial tells the stoÂry of six samuÂrai rushÂing through a cityscape that has everyÂthing we’ve now come to expect from this genre: forests of high-risÂes, bustling streets, mysÂteÂriÂous women, artiÂfiÂcial humanoids, the techÂnoÂlogÂiÂcal everyÂwhere merged with the organÂic, and neon signs aplenÂty.
The samuÂrai conÂverge on their desÂtiÂnaÂtion, a tavÂern, just in time to silentÂly but firmÂly sigÂnal their demand for their drink of choice: MurÂphy’s Irish Stout, a Heineken-disÂtribÂuted brew offered as a lighter, less bitÂter alterÂnaÂtive to the marÂket-domÂiÂnatÂing GuinÂness. But no matÂter of the steely deterÂmiÂnaÂtion of the samuÂrai in Last Orders, the first aniÂme-style comÂmerÂcial ever to air in the UK and IreÂland, it seems that one chalÂlenges such an iconÂic brand at one’s perÂil: MurÂphy’s curÂrentÂly has only a five-perÂcent share of the Irish stout marÂket, and that mostÂly thanks to a 28-perÂcent share in its native Cork.
The JapanÂese aniÂmaÂtors who worked on the comÂmerÂcial have fared rather betÂter, going on to, among many othÂer respectÂed projects, Blood: The Last VamÂpire and Jin-Roh: The Wolf Brigade. Though I’ve nevÂer encounÂtered MurÂphy’s on any tap, I’d gladÂly watch a movie or even an entire series set in its world. The stout marÂket, the mighty GuinÂness includÂed, may have been on the decline in recent years, but cyberÂpunk, in our own ever more globÂalÂized and tech-satÂuÂratÂed realÂiÂty, seems about due for a comeÂback.
via Kotaku
RelatÂed ConÂtent:
Watch a New Star Wars AniÂmaÂtion, Drawn in a ClasÂsic 80s JapanÂese AniÂme Style
Based in Seoul, ColÂin MarÂshall writes and broadÂcasts on cities and culÂture. His projects include the book The StateÂless City: a Walk through 21st-CenÂtuÂry Los AngeÂles and the video series The City in CinÂeÂma. FolÂlow him on TwitÂter at @colinmarshall or on FaceÂbook.


