If creative advertising were personified, a fitting quote would be, “The rumours of my death have been greatly exaggerated” (Ali Rez 2021). This discussion has gained even greater currency in the wake of the emergence of artificial intelligence (AI), which has raised questions about its potential dominance within the creative industry and engendered what is referred to as the "creative crisis." Central to this discourse is the inquiry into whether advertising is undergoing a diminution in creative quality. This research endeavour denominated "Transport’ing Japanese Soul into Creative Advertising" seeks to honour the Japanese transportation sector for employing creative advertising to fortify the bond between their brands and the customers. The intricate and triumphant advertising campaigns by the Japan Rails Group and Sotetsu serve as a potent testament to the enduring existence and flourishing evolution of the creative industry, as they consistently push the frontiers of creative ingenuity. This article stands as an affirmation of human inventiveness, even in the face of challenges posed by AI, thereby reasserting the ongoing surge of creativity.
