New One Piece AD Campaign Sparks Fan Buzz with “This Man Is Not Shanks”

Shueisha is stepping up its advertising game with a bold new move involving Eiichiro Oda’s ONE PIECE manga that has created a buzz amongst fans, and travelers. To celebrate Volume 113’s release, new advertisements featuring a familiar “Red-Haired” stranger were spotted inside Ikebukuro Station and Tokyu Den-en-toshi Line’s Shibuya Station in Japan.

According to Oricon, a bold phrase featured across these ads included “This man is not Shanks. (JP: この男、シャンクスではない。)”  accompanied by the line “Another ‘Red-Haired’ has descended.” Each variation of the ad featured this mysterious red-haired man, and readers who have followed the story so far know who the stranger is, but it is a mystery for those who only follow the story through collected volumes or the anime. Listed below from the staff is the Display Period Date and location.

Fans have expressed shock, most have claimed that it is Shanks, and finally,  saying that this kind of advertising could entice fans who haven’t read the series in a while. It’s not the first time this kind of advertising has been done regarding One Piece. In August 2023 at Shinjuku Station, there was a preparation for the first appearance of Luffy’s GEAR FIVE in the TV Anime. In October 2024, one of the largest advertisements for One Piece Vol. 110 was located in the basement of the Shibuya Station near the Denentoshi Line and exits A0 and A1. The In-World’s World Government was aiming to block Vegapunk’s message from being viewed in Shibuya Station, or online through a new promotional video for the 110th volume and a special website previewing chapter 1113 up to a certain point.

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One Piece, written and illustrated by Eiichiro Oda, was first serialized in Shueisha’s Weekly Shonen Jump Magazine in July 1997, and has been ongoing with its chapters compiled in 112 tankōbon volumes as of July 2025, with the 113th volume releasing on November 4. The manga series was licensed for an English language release in North America and the United Kingdom by Viz Media and in Australia by Madman Entertainment. The manga chapters are simultaneously published the same day as in Japan on Viz Media’s Shonen Jump app and Shueisha’s Manga Plus. Since its serialization, the manga has inspired various types of merchandising and media, such as a trading card game and video games. A Television Anime (which is available on Crunchyroll, Netflix, Pluto TV, and Hulu), numerous animated films, and a live-action TV series adaptation on Netflix in 2023, with a Second Season scheduled to premiere in 2026.

Source: One Piece Staff, Oricon

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