Doug Aitken TV Takeover / Charles Bronson Mandom Perfume Commercial (1976) by Mandom

For Day 4 of his TV Takeover artist Doug Aitken selects the Japanese commercial for toiletry brand Mandom starring Charles Bronson, of “Death Wish” franchise fame.

Mandom recruited Bronson to promote the fragrance line after his film, “Once Upon A Time In The West” became a hit in Japan. To the east he was considered as the quintessential ‘Western Man.’ The actor was paid $100,000 to star in the commercial which took Japanese director, Nobuhiko Ohbayashi, four days to shoot. Apparently, the sum exceeded the fees Bronson made for his memorable roles in both “The Magnificent Seven” and “The Great Escape” together. In the commercial we see Bronson bathing in perfume/aftershave while the song “All the World Loves a Lover” plays in the background. The ad turned out to be as successful in Japan as Bronson’s films. Within weeks of airing the commercial, Mandom become the No.1 selling male toiletry brand in the country.