Business Core in the Great Outdoors: Nobutaka Sada Flips The Coin Japan is globally favored for its “over-the-topness.” The entertainment media’s arguably limitless capacity for outrageous notions never ceases to flabbergast audiences of all cultures. From peculiar shows where contestants compete in frivolous tasks to Anime/Manga leaving us in disbelief when visualizing ideas far off from normality: Japanese media dauntlessly celebrates lunacy, humor, and perversion. Yet Japan doesn’t only prove its unorthodox vision in entertainment but also in commerce. Advertisement pursues the goal of penetrating the consumer’s mind through mechanisms like visuals, storylines, and melodies. And often, it’s the most effective when it’s the most unconventional. Nobutaka Sada is arguably the obscured embodiment of extreme advertisement in the fashion business. As the president of the Order Suit SADA Company, a family business that produces and sells men’s and women’s suits, he was seeking a communication strategy that is not only very personal but would also distinguish his brand from competitors. Taking the success of his company into his own hands, the president [as he is presenting himself] demonstrates his suits’ attributes of quality and style in adventurous field tests – from ski-jumping, hiking, and skiing, to surfing, diving, and fishing. Living by the motto, “Brightening and revitalizing Japan’s business scene with the comfort and fun of custom-made suits,” Sada’s approach to advertisement opens great space for discussion. Is his outdoorsy application of tailoring a critique of the Japanese white-collar worker? A metaphorical appeal to a regulated work-life balance? An invitation to the things that truly matter? Who knows? Probably unintended, Nobutaka Sada depicts the mirror image of the popular gorp-core trend: business-core. Even though it’s highly questionable whether business attire will ever be considered in the great outdoors, Sada’s videos are funny, personal, extreme, and, most importantly, impactful. If you suddenly feel the urge of buying a SADA suit, check out www.ordersuit.info #sabukaruonline