When
we watch TV programs, also we watch tons of TV commercial at the same time.
When I was in Japan, I used to watch TV almost every day since I was a child.
From now on, I want to introduce some of my favorite broadcasting advertisements
and its trend and tendency in Japan. For the first, just take a look this
promotional video.
This is
an advertisement of Pepsi, one of the most famous brand of carbonated drink all
over the world. It’s just like a movie of Hollywood, isn’t it? That is quite
natural - this commercial movie won the first prize of ACC which is the
abbreviation of all Japan radio and television commercial confederation. Actually,
the story based on a famous fairy tale of Japan which is “Momo-taro” (Peach Boy).
It is very familiar for us because a lot of Japanese were brought up by being
read this story by parents when they were a small child. Also, I think this commercial
movie is very unique because it is just the last few seconds which appear the
product, Pepsi. Whenever it is broadcasted on TV, I end up looking without thinking.
Like me, a lot of people especially for young generations, became fans of this commercial
because it is cool.
The concept
of the new promotion is, “Compete someone who is stronger than you.” This phrase
calls up the suggestion of Coca-Cola which is the strong competitive of them in
the market.
It is interesting,
but these days in Japanese advertising, many companies use Momotaro and other characters
who are the hero of Japanese fairy tales with such a good impression of Pepsi’s
CM for public as a start. Let me give some examples.
This is
the advertisement movie of KDDI which is known as one of the three best companies
in cellphone industry in Japan. There are not only Momotaro but also other
major characters of fairy tale such as a princess, devil, and animals. This is
composed as one series of the story, so audience are curious to know the next
story which is as same as Pepsi’s although the impression are very comical than
that. I like the way of the characters of fairy tale talking because it is
sounds like the modern and young people in Japan, it is funny. And this advertisement
come in a slamming first place in the ranking of positive feeling for public in
TV commercial in Japan, 2015.
Then, why these companies use the characters of fairy tale for their TV commercials?
For the first reason, it is because of the effect of bad times in Japan. They want to save money as much as possible. If they use major characters such as famous animation characters, it cause a royalty of patent right. In Japan, the average cost to make TV commercials are about thirty million yen and most of them do not have money to use for it.
As for second, this may the primary reason about this, Momotaro and other characters of old fairy tale are very popular amongst many people regardless of age and gender. Especially for Momotaro, he appeals all tastes because we are familiar with him since our childhood as I mentioned before. Also it means that we all know the story of Momotaro without explain, so we have an image for him as a hero of justice and most of Japanese like that kind of poetic justice story. Therefore, the company can give a good impression to public easily. (To put explanation about the story simply, he was born from momo which means peach in Japanese and kill the evil giant with a dog, monkey, and bird.) Hence, it is easy for the company to make a story regard to the original story of Momotaro.
By the
way, there are more movies which use characters of fairy tale except for these.
Check out when you get a chance and find the difference with the commercials as
I mentioned above. They use same characters but the impression are difference
from each advertisement, and I think it is interesting.
Nakanishi, M. (2015, August 22). CMによく桃太郎が登場するのは何故？ 広告業界のとある「事情」. Retrieved March 13, 2016, from
http://www.jprime.jp/tv_net/tv/17216
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