SONY Walkman Campaign (1988)

In 1988, SONY began a Walkman campaign in Japan starring the meditating macaque called Choromatsu. 

The campaign, through a video advertisement as well as print promotional material, presented the Walkman as a simultaneously revolutionary and relaxing way of listening to music.

With the monkey peaceful in the background, a narrator on the video advertisement asks viewers the question:

The progress in sound continues but what about mankind?

The campaign overall promotes a peaceful and meditative nature of the Walkman as an evolved form of sound.

Additionally, the first image of Choromatsu was popularized online as a meme often in the context of either music or “relatable” memes.