NY Times: Japanese Energy Drink Is in Need of a Boost
In 1977, Taisho started one of Japan's longest running advertising campaigns. In 15-second skit commercials that have become institutions on television, two male athletes tumble through hair-raising outdoor adventures like rock climbs and whitewater rafting. In each ad, Popeye-style, one of the pair downs a bottle of Lipovitan D and is reinvigorated, pulling his buddy off a ledge as they yell "Fight-o, ippatsu!," roughly meaning "Charge!"
I can't even tell you how many of these commercials I saw as a kid, visiting relatives in the summer or winter.
