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National NEO

Short answer: In 1983, Matsushita Electric (now Panasonic) aired a TV ad for National 'Neo Hi-Top' batteries, titled 'Because the Building Is There' (そこにビルがあるからだ篇). A battery-powered toy firefighter climbs a long ladder up a 33-story building, about 140 m, and at the top puts out a cigarette butt with its hose.

Tetsuo Hashimoto, the Hakuhodo creative director behind it, later explained that the first idea was rock climbing, and that a Panasonic staffer redrew the toy's original cat face as a firefighter. The ad is widely reported to have won a gold award at Cannes.

VideoWrite-up3 sources
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What should you know about National NEO?

Quick facts. Each one stands alone and has a stable ID you can cite.

  1. The 1983 National Neo Hi-Top ad sent a toy firefighter up a 33-story, roughly 140 m building.

    DD-731-F01 · Write-up · Exhibit A (The ad)

  2. The toy's face was originally a cat's.

    DD-731-F02 · Write-up · Exhibit C (How it came about)

Video transcript: National NEO: The 1983 Battery Ad Where a Toy Firefighter Climbs a Skyscraper

DID YOU KNOW? The National NEO High-Top commercial became a classic of Japanese advertising by demonstrating battery life through a simple, but unforgettable visual. The ad follows a tiny battery-powered toy firefighter as it climbs a ladder attached to the side of a skyscraper, with a camera continually pulling back to reveal the building's immense height, while the toy keeps ascending without stopping. The commercial went on to win international advertising awards and remains one of the most celebrated examples of using visual storytelling to communicate a product's performance. NOW YOU KNOW!

Burned-in captions, read frame by frame (see transcript.md) · 27.7s Reel ·

Video coming soonNational NEO · Instagram Reel
National NEO: The 1983 Battery Ad Where a Toy Firefighter Climbs a Skyscraper Instagram Reel · · 27.7s

The write-up

The 1983 battery ad where a toy firefighter climbs a skyscraper. National's Neo Hi-Top ad sent a toy up a 33-story building, about 140 m.

  1. Exhibit A

    The ad

    The 1983 spot for National Neo Hi-Top batteries is titled 'Because the Building Is There'. A toy firefighter powered by the batteries climbs a very long ladder up a skyscraper while spectators watch.

  2. Exhibit B

    The building

    Creative director Tetsuo Hashimoto said the building was 33 stories, about 140 m. He noted that 140 m isn't hard for a battery toy horizontally, but climbing straight up surprises people.

  3. Exhibit C

    How it came about

    The first idea was to have the toy rock-climb. A Panasonic advertising staffer suggested a tall building instead. The commercial toy was modified, and its original cat face was replaced with a firefighter's face drawn by a Panasonic staffer.

  4. Exhibit D

    The ending

    At the top, the firefighter sprays water on a cigarette butt, followed by a close-up of the National batteries and logo.

  5. Exhibit E

    Legacy

    The spot started a long line of Panasonic battery ads featuring toys, which led to the Evolta robot campaigns. Hashimoto's credits include a Cannes Lions gold, and the ad is widely described as a Cannes gold winner.

Questions people ask about National NEO

When did the Neo Hi-Top skyscraper ad air?

In 1983.

Source: Write-up · Exhibit A (The ad) · Kandō Nippon: 1983 Neo Hi-Top 'Because the building is there' ad and overseas reactions; Oddball Films: National battery commercial clip description

How tall was the building?

33 stories, about 140 m.

Source: Write-up · Exhibit B (The building) · Sendenkaigi: Panasonic 100 years of advertising, Vol. 2 'Battery ads' (interview with Tetsuo Hashimoto)

What face did the toy originally have?

A Panasonic staffer redrew it as a firefighter.

Source: Write-up · Exhibit C (How it came about) · Sendenkaigi: Panasonic 100 years of advertising, Vol. 2 'Battery ads' (interview with Tetsuo Hashimoto)

What does the firefighter extinguish at the top?

It sprays a cigarette butt.

Source: Write-up · Exhibit D (The ending) · Oddball Films: National battery commercial clip description

Which later Panasonic battery campaigns followed this toy tradition?

The Evolta robot campaigns continued it.

Source: Write-up · Exhibit E (Legacy) · Sendenkaigi: Panasonic 100 years of advertising, Vol. 2 'Battery ads' (interview with Tetsuo Hashimoto); Kandō Nippon: 1983 Neo Hi-Top 'Because the building is there' ad and overseas reactions

Test Your Knowledge

All quizzes →

5 questions, all from this case file. Answers are revealed instantly.

  1. When did the Neo Hi-Top skyscraper ad air?

    1. 1963
    2. 1983
    3. 2003
    4. 2013
    Show the answer

    Answer: B. 1983 In 1983. Source: Write-up · Exhibit A (The ad) · Kandō Nippon: 1983 Neo Hi-Top 'Because the building is there' ad and overseas reactions; Oddball Films: National battery commercial clip description

  2. How tall was the building?

    1. About 14 m
    2. About 140 m
    3. About 1,400 m
    4. About 40 m
    Show the answer

    Answer: B. About 140 m 33 stories, about 140 m. Source: Write-up · Exhibit B (The building) · Sendenkaigi: Panasonic 100 years of advertising, Vol. 2 'Battery ads' (interview with Tetsuo Hashimoto)

  3. What face did the toy originally have?

    1. A cat's
    2. A dog's
    3. A robot's
    4. A bear's
    Show the answer

    Answer: A. A cat's A Panasonic staffer redrew it as a firefighter. Source: Write-up · Exhibit C (How it came about) · Sendenkaigi: Panasonic 100 years of advertising, Vol. 2 'Battery ads' (interview with Tetsuo Hashimoto)

  4. What does the firefighter extinguish at the top?

    1. A cigarette butt
    2. A building fire
    3. A candle
    4. Fireworks
    Show the answer

    Answer: A. A cigarette butt It sprays a cigarette butt. Source: Write-up · Exhibit D (The ending) · Oddball Films: National battery commercial clip description

  5. Which later Panasonic battery campaigns followed this toy tradition?

    1. Evolta robot ads
    2. Energizer Bunny
    3. Duracell Bunny
    4. None
    Show the answer

    Answer: A. Evolta robot ads The Evolta robot campaigns continued it. Source: Write-up · Exhibit E (Legacy) · Sendenkaigi: Panasonic 100 years of advertising, Vol. 2 'Battery ads' (interview with Tetsuo Hashimoto); Kandō Nippon: 1983 Neo Hi-Top 'Because the building is there' ad and overseas reactions

Cite this case file

Easterling, Marcus. "National NEO." The Detail Department (DetailEnjoyer), case file DD-731, last updated Jul 29, 2026. https://detailenjoyer.com/case/national-neo/

Permalink: https://detailenjoyer.com/case/national-neo/ · Last updated

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