Filmmaker Sofia Coppola produces a commemorative video for Suntory Whisky’s centennial festivities, delving into the brand’s rich history. Renowned for directing the Oscar-winning film Lost in Translation, which famously featured Bill Murray’s character promoting Suntory’s Hibiki 17 whisky in the iconic “Suntory Time!” scene, Coppola channels her creative vision into this special project.

Set to the 1968 track “Crimson and Clover” by Tommy James & The Shondells, Coppola’s latest “Suntory Time” ad opens with a contemporary scene featuring Keanu Reeves and Kunichi Nomura enjoying a whisky with friends. The narrative then transitions to a montage showcasing various Suntory references and campaigns throughout history, including scenes from Lost in Translation, an advertisement featuring Francis Ford Coppola alongside Akira Kurosawa, and a campaign starring a youthful Keanu Reeves. The commercial culminates with a clip featuring American singer Sammy Davis Jr., who starred in a Cannes Lions Grand Prix ad for Suntory in 1974.

Suntory describes the “Suntory Whisky Anniversary Tribute” as an exploration of the brand’s legacy and whisky-making tradition spanning a century, illustrating the significance of “Suntory Time” from the perspective of its originator. More than just a memorable line from a beloved film, “Suntory Time” has become a cherished aspect of Japanese whisky culture, resonating globally two decades after Lost in Translation’s release. From a simple glass of Hibiki, “Suntory Time” now embodies moments shared among individuals, occasions, and the friends encountered along life’s journey.