To celebrate the 50th anniversary of Mos Burger’s beloved drink, the Mos Shake, a special campaign titled “3-ji no ‘Kyuukei’ (Sip-Break)” is currently underway since September 3rd (Wednesday). This initiative encourages customers to enjoy their Mos Shake during their afternoon café time. Coinciding with this refreshing campaign, a brand new web movie has been released, featuring the renowned voice actor Ishida Akira-san as the captivating voice of the Mos Shake itself.
The official Mos Burger X (formerly Twitter) account also shared a post related to the campaign: Mos Burger’s Campaign Post
The engaging web movie consists of four distinct episodes, each running for approximately 30 seconds. The visuals beautifully capture slice-of-life scenes, from moments inside a car to typical office environments, making the experience relatable for viewers.
The Voice Behind the Shake
The story of these web movies revolves around the Mos Shake, voiced by Ishida Akira-san, who speaks directly to the audience with the chime of 3 PM. In the “3-ji no Guru Guru-hen” (3 PM Swirling Episode), the Mos Shake playfully entices listeners with lines such as, “Your head’s all a-swirl, and work isn’t progressing, is it? Well, why not swirl around yourself? Go on, swirl, swirl,” delivering words that will undoubtedly make you crave a Mos Shake.
Similarly, in the “3-ji no Amai Sasayaki-hen” (3 PM Sweet Whisper Episode), Ishida Akira-san showcases his incredible talent with a meltingly sweet, handsome voice, whispering, “It’s alright to indulge a little. Come on, don’t push yourself too hard.” This is truly a must-listen for anyone looking to pamper themselves and enjoy a moment of sweet indulgence.
Interestingly, Ishida Akira-san is no stranger to unique commercial appearances. Back in July this year, he also starred in a distinctly quirky (kuse-tsuyo) commercial for McDonald’s, which paid homage to an old Flash animation. This appearance garnered numerous humorous comments from fans, such as “What are they making Ishida Akira do LOL!?” Even fellow voice actors reacted strongly, with Ogata Megumi-san exclaiming, “I spit out my coffee LOL!”, and Sugita Tomokazu-san remarking, “Ishida-san is truly amazing!”
In this latest commercial, Ishida-san once again masterfully portrays the Mos Shake, laughing heartily with lines like, “Guru Guru, Guru Guru, Ahahahah~.” This brilliant performance has sparked another wave of lively comments on social media. Fans have eagerly shared their reactions, with many saying things like, “Ishida Akira’s ‘waste of talent’ again LOL,” and “Just recently, he was telling us to ‘take a detour’ in a McDonald’s commercial LOL,” or even, “If Ishida Akira says so, I’ll go to Mos Burger after McDonald’s!” His versatile voice continues to captivate and amuse audiences across various campaigns.
A Rich History of Flavors
The Mos Shake itself has a remarkable history, having been introduced as a staple menu item in 1975, just four years after Mos Burger’s founding, and is now proudly celebrating its 50th anniversary in 2025. While classic flavors like the Mos Shake Vanilla and Mos Shake Coffee have remained long-time bestsellers since their initial launch, the brand has consistently innovated. In 1990, they introduced the “Genmai Flake Shake” series, which was famously marketed as a “shake you can eat.” The unique combination of crispy genmai (brown rice) flakes and the smooth, creamy shake quickly became a hit, particularly appealing to female customers.
Mos Burger has continuously pursued diverse product development, delighting customers with exciting new flavors. This includes the “Aomori Apple Shake” in 2006, which thoughtfully utilized Fuji apples sourced from Aomori Prefecture, and the refreshing “Mos no Kori Shake” in 2009, featuring shaved ice generously piled atop the shake. The innovation continued into 2019 with the debut of the first “Mazera Shake” series, beginning with the “Mazera Shake Horo Niga Matcha, using Shibushi Tea Leaves.” Since then, many unique variations leveraging regional specialty products have been created, further expanding the Mos Shake lineup. As a testament to its enduring popularity, the cumulative sales of Mos Shakes have surpassed an astounding 800 million cups as of the end of July 2025.
For your own 3 PM “Kyuukei” (Sip-Break), why not make a trip to Mos Burger and treat yourself to a delicious Mos Shake? It’s the perfect way to unwind and enjoy a sweet moment in your day.
Campaign Details
3-ji no “Kyuukei” (Sip-Break) with Mos Shake
- Period: September 3rd, 2025 (Wednesday) 12:00 PM – November 11th, 2025 (Tuesday) 11:59 PM
- Activities:
- Release of the “3-ji no Mos Shake” web movie, featuring the voice of seiyuu Ishida Akira-san.
- In-store exclusive radio commercial (voiced by Ishida Akira-san).
- Large-scale advertising for Mos Shake’s 50th Anniversary displayed on the Shinjuku Station Metro Promenade wall space.
- Location: Near Tokyo Metro Shinjuku Station
- Display Period: September 15th – September 21st
- Size: 14.56m x 2.06m
By Yoneda Kaori
