Katsuya Takasu & Seiji Nishimura The Untold Story Behind the Unexpected “Yes!” Collaboration

In reality, the two, who share many similarities, spoke freely and extensively

A brilliant strategist always wears a confident smile—no matter the circumstances.

Nishitan Clinic is widely known for its unique branding, including suspense drama-style commercials featuring Hitomi Kuroki (64) and Eiichiro Funakoshi (64).

Supporting the clinic’s operations is Seiji Nishimura (54), president of Xcom Global Inc. The latest commercial, which began airing in November last year, created a buzz by featuring Katsuya Takasu (80), director of Takasu Clinic, transcending industry competition to appear in the ad.

Against the backdrop of a dazzling city skyline, to the sound of flamenco guitar, comedy trio 3-ji no Heroine and TV personality Anmika (52) energetically shake tambourines. The commercial then cuts to the familiar scene from Takasu Clinic’s ads—Director Takasu in a helicopter cockpit, giving a thumbs-up and saying, “Yes!”

This commercial received an overwhelming response, ranking second in the CM Research Institute’s ad popularity rankings for December 2024, out of 639 new commercials. The two key figures behind this extraordinary collaboration reflect on its success.

Even the tax accountant advised against the collaboration

Even the tax accountant advised against the collaboration.

Takasu: Second place is amazing!

Nishimura: Thank you! It’s an incredible achievement. How was the reaction?

Takasu: People kept asking me, “Did you get acquired by Nishitan Clinic through an M&A?” (laughs).

Nishimura: That’s so rude! (laughs). When we first met at a miso-nikomi udon restaurant in Nagoya around September 2022, you gave me your business card, and it was so flashy. Depending on the angle, it switched between a baby photo of you and your current self—it was such a high-tech design that I couldn’t help but laugh. I was instantly captivated by your charm.

In 2023, when Nishimura appeared on Pokapoka (Fuji TV), he shared the story of his first encounter with Takasu. He casually mentioned that “It would be interesting if Dr. Takasu appeared in a commercial,” and the idea caught traction online, leading to the collaboration. Takasu agreed on the condition that his appearance fee would be donated to disaster relief, making the project a reality.

Takasu: I thought it was funny and a great idea. My staff did warn me, saying, “You shouldn’t be in a commercial for a competing clinic!” Even my tax accountant said, “This will definitely make you a target for a tax audit, so you should stop.” But no one can stop me (laughs).

I had to first declare the appearance fee as income, pay taxes on it, and then donate it. In the end, I was out hundreds of thousands of yen.

Nishimura: I wonder how many billions of yen you’ve donated so far? That commercial also had to comply with the Ministry of Health, Labour and Welfare’s medical advertising guidelines, and we faced challenges because they told us, “Dr. Takasu is the symbolic figure of Takasu Clinic, so this content isn’t acceptable.” It was quite a struggle.

The rule at TV stations was that doctors couldn’t appear in commercials

Takasu: Nishimura, you’re similar to me. In the past, TV stations didn’t allow doctors to appear in commercials at all. I was the one who broke that rule.

First, I inserted my commercial into a completed program produced by Yoshimoto Kogyo, then sold the program as it was, and it aired on various local stations. Afterward, I sent that commercial to the key stations.

The advertising manager told me, “Doctors can’t appear in commercials,” and initially rejected it. But when I said, “It’s already airing on local stations,” they couldn’t admit their mistake, so they ended up allowing it little by little.

Nishimura: That’s a brilliant strategy. For both the aesthetic medical services and fertility treatments I operate, I don’t think about competing with other businesses. It’s simply about wanting to do something interesting. I wanted to try something people have never seen before, and I was confident that if we had Dr. Takasu appear, the viewers would definitely chuckle.

Takasu: We get along well.

 

The Unknown Meaning of “Yes!”

Seiji Nishimura: On January 3rd, after the “Takasu Clinic” commercial aired, the “Nishitan Clinic” commercial followed. After that, Dr. Takasu’s “Yes!” started to feel like a fake, haha.

I think what’s amazing about Dr. Takasu is that just saying “Yes!” creates this unique vibe. How did that one word come about?

Dr. Takasu: There is no tradition of avoiding circumcision in Japan. But Jews, Christians, and Muslims all practice circumcision. So, I wrote in a magazine column, “Jesus Christ was also circumcised. ‘Yes!’ Takasu Clinic.”

Seiji Nishimura: Huh? The “Yes” from “Jesus Christ” was linked to the “Yes!” from “Takasu Clinic”?

Dr. Takasu: Yes. Over time, the circumcision industry declined, and even the connection to Christ disappeared, leaving only “Yes! Takasu Clinic.”

Seiji Nishimura: Is this a famous story? I had no idea. When did this happen?

Dr. Takasu: About 50 years ago. We still have past advertisements stored as data. If Jesus Christ was circumcised, there’s no reason to be embarrassed.

Seiji Nishimura: So “Yes!” was born that long ago? I just heard an unexpected story, haha. 

【Part 2】 Dr. Takasu & CEO Seiji Nishimura: “Our Thoughts on Aesthetic Medicine”

Seiji Nishimura: In 2012, he launched the communications business, including “Imoto no WiFi,” and in 2019, he opened “Nishitan Clinic.” Currently, he is expanding the “Nishitan ART Clinic,” which specializes in infertility treatment, with 11 locations nationwide, making a name for himself in the industry.

Katsuya Takasu: He opened “Takasu Clinic” in 1976 and now has five locations nationwide. He is working to expand aesthetic medicine not only in Japan but also in South Korea and China. Currently, while battling full-body cancer, he still works at the Ginza branch of “Takasu Clinic” once a week.

From “FRIDAY” February 21 and 28, 2012 issue