The thing I like the most about Lawson-Japan is its corporate philosophy (and I’m not making this up): “Happiness and harmony in our community.” That’s a lot to expect from a convenience store, isn’t it? But maybe the good folks at Lawson-Japan were inspired by this nugget of wisdom from Don Draper, the creative centerpiece of the show Mad Men: “Advertising is based on one thing: happiness. And do you know what happiness is? Happiness is the smell of a new car. It's freedom from fear. It's a billboard on the side of a road that screams with reassurance that whatever you're doing is OK.”
Or, it's a banner in the office that reads, “Happiness and harmony in our community.” But enough with the corporate jibber-jabber. Let’s get right to the good stuff. Here's the mac-daddy of jingles, dramatically embellished in a TV commercial that seemed to run non-stop on Cleveland stations back in the early Seventies.
Is it true? Did they really make it up to Cleveland in 40 hours? Did one man really sleep while the other one drove? How fresh was that stuff? Or, as Draper might ask, does it really matter? It’s like he told the guys at American Tobacco: we can say whatever we want.
Maybe the more important question is, does it make you happy? I was with family and friends at a party a while back and we found ourselves reminiscing about the Big-O jingle. (Here’s another Draperism: “Nostalgia… It’s delicate, but potent.”) Before long, we were singing the whole damn thing at the top of our lungs – and of course, we knew every precious lyric.
Happiness and harmony, achieved.