"Extreme Japanese Spirit"

8 December 2025

63s

Enjoy the science.

Arthur Studholme directs two commercials for Minus 196, a shochu, vodka, and soda drink that gets people talking. When two friends ask each other where the name came from, science and logic go out the window. It's only a matter of time before the maker of the drink, Suntory, sends its top scientist to set the record straight.

Before then, however, Studholme and his crew present a subway train on platform -196 crammed with lemons and one human passenger, then a -196 convenience store where true refreshment comes at a price. As zany origin stories go, these two are real doozies... but the brand wants viewers to be well informed at the end of the day.

That's why Suntory’s lead researcher interrupts like an absolute boss in a white coat (“RIDICULOUS!”) to talk about lemons that are frozen, crushed, and mixed. The result is a fun twist on hearsay and misinformation, where science swoops in to keep the party enlightened and intoxicated.

Australia

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