MOMOYA/EN

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Remarks on the Project

The collection of Momoya TV ads was donated to Kawasaki City Museum in block by the Japanese leading food company, Momoya Co., Ltd. in 1993 to commemorate their 35 consecutive years of broadcasting “Norihei Anime,” for the benefit of research and education.

Digitization and metadata extraction of the pieces in the collection had been completed in the end of June, 2007, and these valuable materials have been partly available on line for public viewing at the video files distribution platform VOLUMEONE, operated by DMC Institute, Keio Univ., since the beginning of October, 2007. Amongst 218 video clips, 124 “Norihei Anime” animated pieces of them were modeled after a real life comedian Mr. Norihei Miki. By the courtesy of Momoya Co., Ltd. and our research partner Kawasaki City Museum, the DMC Institute is given a privilege of showing these materials on line for the purpose of research and education.

TV ads launched by Momoya Co., Ltd., well known for its product EDO-MURASAKI, can be considered as the mirror that reflects the history of Showa era and the cultural transition of Japanese people’s quotidian living, as social phenomena, fashions and manners of each times are portrayed. By making these TV ads available on line, many people, for example a modern or contemporary historian, artists, art critic, advertising industry, businessmen and lawyers specialized in copyrights could have access to them, and discussions among those mentioned will eventually lead us to new application and methodology for scholarly research of historical investigation.

The team at DMC Institute is currently in preparation for a special on-line exhibition of selected 50 Momoya TV ads with an entirely new visual interface. The date for release of this new website is set Jan. 25, 2008. We are hoping to open up a new horizon for the possibilities in digital curation with this new site.

If you had any inquiries, or suggestions, please contact us at: volumeone@dmc.keio.ac.jp

Selected 50 Titles

  • 1.MOMOYA TV-Ads002-1958-Sukeroku
  • 2.MOMOYA TV-Ads11-1962-Nezumi-Kozo
  • 3.MOMOYA TV-Ads012-1962-Benten Kozo
  • 4.MOMOYA TV-Ads014-1963-Newly Married Couple
  • 5.MOMOYA TV-Ads015-1963-The Congress
  • 6.MOMOYA TV-Ads021-1964-Stationmaster (Black & White)
  • 7.MOMOYA TV-Ads022-1964-Olympic Oath
  • 8.MOMOYA TV-Ads037-1966-Cleopatra (Black & White)
  • 9.MOMOYA TV-Ads038-1966-Hot spring(Black & White)
  • 10.MOMOYA TV-Ads041-1966-Police Car
  • 11.MOMOYA TV-Ads042-1966-Kanjincho
  • 12.MOMOYA TV-AdsTVCM055-1968-007
  • 13.MOMOYA TV-Ads058-1968-Monster
  • 14.MOMOYA TV-Ads059-1968-Omusubi-Western
  • 15.MOMOYA TV-Ads61-1968-Filial Piety
  • 16.MOMOYA TV-Ads062-1968-Space Travel
  • 17.MOMOYA TV-Ads064-1969-Hide and Seek
  • 18.MOMOYA TV-Ads069-1969-Summer Dishes
  • 19.MOMOYA TV-Ads073-1969-Stationmaster (Color)
  • 20.MOMOYA TV-Ads074-1969-Cleopatra (Color)
  • 21.MOMOYA TV-Ads075-1969-Hot spring (Color)
  • 22.MOMOYA TV-Ads076-1971-Murasaki Shikibu
  • 23.MOMOYA TV-Ads077-1971-Madama Butterfly
  • 24.MOMOYA TV-Ads079-1971-Tennyo
  • 25.MOMOYA TV-Ads080-1971-Horse Racing
  • 26.MOMOYA TV-Ads081-1971-Traveling Abroad
  • 27.MOMOYA TV-Ads083-1971-Sennin
  • 28.MOMOYA TV-Ads095-1973-Ama no Iwato
  • 29.MOMOYA TV-Ads105-1975-The Great King Menma
  • 30.MOMOYA TV-Ads118-1977-A Spring-lover
  • 31.MOMOYA TV-Ads119-1977-A Summer-lover
  • 32.MOMOYA TV-Ads116-1977-A Autumn-lover
  • 33.MOMOYA TV-Ads117-1977-A Winter-lover
  • 34.MOMOYA TV-Ads122-1977-Mother
  • 35.MOMOYA TV-Ads124-1977-Bruin
  • 36.MOMOYA TV-Ads121-1978-Cook
  • 37.MOMOYA TV-Ads125-1978-UFO
  • 38.MOMOYA TV-Ads131-1978-Kaminari-sama
  • 39.MOMOYA TV-Ads145-1979-Career Woman
  • 40.MOMOYA TV-Ads160-1981-Landlord
  • 41.MOMOYA TV-Ads181-1985-Fukuzawa Yukichi
  • 42.MOMOYA TV-Ads182-1985-Film Director
  • 43.MOMOYA TV-Ads183-1985-Delivery from Hometown
  • 44.MOMOYA TV-Ads193-1987-Suibokuga
  • 45.MOMOYA TV-Ads195-1988-Sumo and Baseball
  • 46.MOMOYA TV-Ads205-1989-Tender Mother
  • 47.MOMOYA TV-Ads206-1990-Oligo-no-To
  • 48.MOMOYA TV-Ads207-1990-The World has Changed
  • 49.MOMOYA TV-Ads216-1993-Ninja
  • 50.MOMOYA TV-Ads217-1993-Sages of Japan and China
  • MOMOYA TV-Ads218-Kunisada Chuji



    Time: 30 sec.

    Product Name: EDO-MURASAKI

    Description of Product: EDO-MURASAKI is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar and mirin (rice wine.) It is preservable, and often eaten with Japanese rice.

    Year:

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Television Corporation of Japan

    Description of Title: Kunisada Chuji was Kyokaku, or a chivalrous man, of the Edo period. He is often described as a hero who saved peasants from Tempo no Daikikin, or the great Tempo famine, in Kodan, film and theater.

    This TV ad had been broadcasted from 1958, and was selected for one of the “best 100 TV advertisements of the Showa period” in 1991 by the present Japan Ad. Contents Production Companies Association. Also, it is identical with the latter 30-second part of the 1960 Momoya’s TV advertisement “The Great Swordmen.” Against the background scenery of Mt. Akagi and a night sky with a crescent moon, Kunisada-Chuji draws the sword on his right hand, and then strikes a pose like Kabuki actor. He is a Kyokaku, an archetypal hero, of the late Edo period, and his character, as the one who relieved peasantsfrom the Tempo famine, has been frequently adapted for Kodan, film, novel, and theatrical play.

    MOMOYA TV-Ads057-1968-Raft



    Time: 30 sec.

    Product Name: IKA-SHIOKARA

    Description of Product: IKA-SHIOKARA is salt-fermented cuttlefish guts with small pieces of its meat. It is generally eaten with Japanese rice and alcohol such as Japanese Sake, beer and liquor.

    Year: 1968

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Television Corporation of Japan

    This TV advertisement portrays the atmosphere of Kawa-kudari, literally means going down a river in a boat or a raft, which can be experienced in many waterways in Japan. As the song of “Ina-bushi” which a boatman in the animation parodies, its setting is the Tenryu River that drains from the Lake Suwa in Nagano prefecture into the Pacific Ocean, grazing Aichi and Shizuoka prefecture en route. A boatman puts on a headband with a thin Japanese hand towelTenugui, a white-colored belly protector called Sarashi and a traditional Japanese jacket Happi, and also holds a bamboo pole to control the raft. It is notable that the background images of a gorge in the opening and closing shots are depicted in a style of Suibokuga, a brush painting created by a black ink Sumi only.

    Labels:

    MOMOYA TV-Ads043-1966-Sugata Sanshiro



    Time: 30 sec.

    Product Name: TAI-DENBU

    Description of Product: TAI-DENBU, sea bream floss, is grinded and dried meat of sea bream that has been roasted and seasoned with sugar, soy sauce etc. It is used as fillings of rolled sushi as well as rice seasonings.

    Year: 1966

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Television Corporation of Japan

    Description of Title: "Sugata Sanshiro," also known as “Judo Saga,” is the title of Japanese film based on the novel of the same name by Tsuneo Tomita. It was directed by the Oscar-winning film director Akira Kurosawa as his directorial debut, released in Japan in 1943.

    This piece is a burlesque of “Sugata Sanshiro,” or “Judo Saga,” a novel of Tsuneo Tomita. Its protagonist was modeled after Shiro Saigo, and its film adaptation released in Japan in 1943 was the directorial debut of Akira Kurosawa. It begins with the entrance of a Dojo, a formal training place, for Judo that is a modern Japanese martial art. And then, a man who wears a type of traditional Japanese clothing Hakama and holds a folded uniform called Judogi on right hand turns up asking for the Dojo-yaburi which means a challenge by outsiders to a Dojo. After the setting changes into the inside of Dojo with Tatami mats, he puts on white Judogi and tries Judo techniques called Koshi-guruma and Yama-arashi in order. Thus, this piece contains full of representations aboutan atmosphere and characteristics of Judo.

    Labels:

    MOMOYA TV-Ads212-1992-Furikake for a topping and ingredients




    Time: 30 sec.

    Product Name: EDO-MURASAKI-NORI-MO-KAWATTA

    Description of Product: EDO-MURASAKI-NORI-MO-KAWATTA is a dry condiment made of seaweed. It can be sprinkled on Japanese rice, porridge or noodle, and also can be used as a seasoning for cooking.

    Year: 1992

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: "Furikake" is a dry condiment or seasoning meant to be sprinkled on top of Japanese rice.

    As a sequel to the 1990 Momoya’s TV ad “The World has Changed,” this TV ad is set in a kitchen on the cloud. Compared with the previous piece, the design of a traditional Japanese fabric divider Noren in the entrance was changed, and a ventilating fan above the gas stoves was newly added. Moreover, a minister of heaven now puts on a green apron. As for live actions, they display a variety of menu and recipe with the product; Ramen noodles, fried rice, fried food, rice porridge, salad, omelet, Japanese-style soup and spaghetti etc. Technically, it employs a fast cutting in the editing, and also uses a multi screen with 3, 2 and then9 windows in order.

    Labels:

    MOMOYA TV-Ads211-1991-Escape from the O.K. Corral



    Time: 15 sec.

    Product Name: GYUNIKU-SUKI

    Description of Product: GYUNIKU-SUKI is a sauce for Japanese cuisine such as “Gyudon,” literally means beef bowl, “Nikujaga,” a stewed meat, potato and onion, and “Sukiyaki” that consists of beef, tofu and vegetables simmered in a shallow iron pot.

    Year: 1991

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Set in a ranch with a fence and a homestead, the opening shot depicts a girl who sidles up to cattle in a nap. Waking up with a sign of trouble, he finally finds her. Licking her lips with a jar of a sauce for beef dishes on her hands, she smiles and then runs after him, while he escapes furiously. The background music is a parody of “The Pink Panther Theme,” a famous composition by Henry Mancini as the soundtrack for a 1963 U.S. comedy movie “The Pink Panther.” Also, the title of this piece was quoted from a 1957 U.S. Western film “Gunfight at the O.K. Corral,” and thus it contains a various reference to American cinema.

    Labels:

    MOMOYA TV-Ads197-1988-The Petit Jar Series




    Time: 30 sec.

    Product Name: EDO-MURASAKI-UMEBOSHI-NORI etc.

    Description of Product: EDO-MURASAKI is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar and mirin (rice wine.) The Petit Jar Series version of EDO-MURASAKI also contains other ingredients such as “Umeboshi,” or a pickled plum. It is preservable, and often eaten with Japanese rice.

    Year: 1988

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    The former half of this TV advertisement consists of only live action shots with calm background music. As the extra ingredients for the savory preserves made of seaweed, Umeboshi pickles, scallops, squids called Surume-ika and Mentaiko, the marinated roe of Pollock, are displayed successively in the opening sequence. The following shots introduce several dishes made with these preserves; for example a marinated chicken breast, hors d’oeuvre and Temaki-zushi, or handroll sushi, with Shiso leaves. Being changed into the animation suddenly with a loud music and sound effects of crackers, the latter part depicts 5 female young ladies who enjoy a line dancing. It reflects the nightclub boom, so-called disco boom,as a youth subculture in a time of an economic bubble, also known as the Japanese asset price bubble.

    Labels:

    MOMOYA TV-Ads194-1988-Newly Married Couple / Teen Idol



    Time: 30 sec.

    Product Name: EDO-MURASAKI-ITADAKIMASU

    Description of Product: EDO-MURASAKI-ITADAKIMASU is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar and mirin (rice wine.) It is preservable, and often eaten with Japanese rice.

    Year: 1988

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    This work is composed of 2 divided parts; the first story is about a newly married couple, and the second one depicts a teen idol. On their honeymoon, a husband who sits up straight on the train seat tries to kiss his wife on the cheek. However, she stops him, and kisses his face quickly and repeatedly instead. The bridge in the train window is a parody of the Great Seto Bridge which opened in 1988, connecting Honshu and Shikokuacross the Seto Inland Sea. After the live actions as the intermission, a teenage female star shows up on a stage decorated with the colorful lights. In those days, the Japanese young stars, such as Yoko Minamino, Yui Asaka, Yuki Saito and a musical group Hikaru-Genji, were in their prime time.

    Labels:

    MOMOYA TV-Ads190-1986-Spicy Dishes



    Time: 30 sec.

    Product Name: KIMCHI-NO-MOTO, KAKUTEKI-NO-MOTO

    Description of Product:
    KIMCHI-NO-MOTO is a sauce for Kimchi, also spelled Gimchi or Kimchee. It is a traditional Korean fermented dish made of hakusai cabbage and other select vegetables with varied seasonings, and it is the most common Korean side dish served with rice.

    KAKUTEKI-NO-MOTO is a sauce for Kakuteki, or Ggakdugi. It is a kind of a traditional Korean fermented dish Kimchi made of daikon radish, and it is common Korean side dish served with rice.

    Year: 1986

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    In the opening scene, a red round frame, like a window, appears against the white background. As a man’s face in the frame reddens because of a spicy food, the inside of the window is also dyed red gradually as if it is the national flag of Japan, known as Hinomaru. The next sequence introduces the recipes of spicy dishes by live actions. The first one is a traditional Korean fermented dish KIMCHI; a sauce is spread over salted hakusai cabbage and cucumber. Then, a sauce is also poured over vegetable stir-fry in a wok. The following shots portray the hot stir-fry dishes; a vegetable and then a chicken one. In the closing scene, this piece additionallydepicts another type of KIMCHI made with cubed daikon radishes, so-called Kakuteki or Ggakdugi.

    Labels:

    MOMOYA TV-Ads189-1986-The Seasoning Series



    Time: 30 sec.

    Product Name: TSUYU etc.

    Description of Product: TSUYU, a flavoring liquid made from bonito, seaweed and mirin, is a soup stock for noodles. Also, it is served as a sauce for tempura, and added to teriyaki and other marinades.

    Year: 1986

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    This TV ad showcases a variety of a menu and recipe with the seasoning products of Momoya mainly by live action. Firstly, it introduces a flavoring liquid TSUYU, displaying the simmering pots of Sukiyaki, Oden, and Nabemono. In the following scenes, Yudofu, or a boiled tofu, is flavored with a type of condiment. With these dishes, this sequence would look like a television documentary on Japanese cuisine. Then, a popular Korean side dish called Namul and spicy vegetable stir-fry are presented successively. In the animation before the closing shot, a husband prepares a meal alone in a kitchen. The voice-over, ‘there will be no problem even if a wife were out,’ seems to be an answer to a famous quote, ‘a good husband is healthy and absent,’ from a 1986 TV ad by Dainihon Jochugiku Co., Ltd.

    Labels:

    MOMOYA TV-Ads185-1986- Tyltyl and Mytyl



    Time: 30 sec.

    Product Name: EDO-MURASAKI-HACHOCHO

    Description of Product: EDO-MURASAKI-HACHOCHO is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar and mirin (rice wine.) It is preservable, and often eaten with Japanese rice.

    Year: 1986

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: Tyltyl and Mytyl are the protagonists’ names of “Maeterlinck's Blue Bird: Tyltyl and Mytyl's Adventurous Journey.” It is a 1980 animated TV series based on the play by Maurice Maeterlinck, with character designs by Leiji Matsumoto.

    The protagonists of this parody, Tyltyl and Mytyl, are the main characters of “The Blue Bird,” or “L'Oiseau bleu,” a play written by Maurice Maeterlinck. They explore a deep forest and a flowered field searching for a taste of happiness, not the blue bird. The background illustrations painted in pastel color effectively gives the atmosphere of fantasy to this piece. In 1980, its original play was adapted to a Japanese TV Anime series titled as “Maeterlinck's Blue Bird: Tyltyl and Mytyl's Adventurous Journey” with character designs by a well-known Manga and Anime artist Leiji Matsumoto. In addition, the word “Blue Bird Syndrome” was came in those days, as the same title of the book written by Masayuki Shimizu in 1983 and a Manga series of Yasuko Kono in 1985 were published respectively.

    Labels:

    MOMOYA TV-Ads184-1985-Ganryujima




    Time: 30 sec.

    Product Name: EDO-MURASAKI-TOKKYU, EDO-MURASAKI-HOTATE-KAIBASHIRA-NORI

    Description of Product:
    EDO-MURASAKI-TOKKYU is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar and mirin (rice wine.) It is preservable, and often eaten with Japanese rice.

    EDO-MURASAKI-HOTATE-KAIBASHIRA-NORI is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar, mirin (rice wine) and also contains scallop. It is preservable, and often eaten with Japanese rice.

    Year: 1985

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: Ganryujima is a small island in Japan located between Honshu and Kyushu, and it is famous for the duel between Miyamoto Musashi and Sasaki Kojiro.

    Set in 1612, the early Edo period, the opening shot portrays a Japanese swordsman Musashi Miyamoto who heads for the duel with Kojiro Sasaki in Ganryujima, a desert island located onthe Kammon Straits in Yamaguchi prefecture, with the background music played by a Japanese lute called Biwa. While he turns his thought toward the coming battle on a beach, a rowboat is swept away by the waves. After he yells at the boat, 2 jars of savory seaweed preserves fall off and hit his head. This is because his words can be taken 2 different meanings in Japanese; ‘I missed the boat’ and ‘give me Nori seaweed.’ Disregarding the duel, he is now delighted and skips light heartedly holding these jars on his hands.

    Labels:

    MOMOYA TV-Ads169-1983- Hiyayakko



    Time: 30 sec.

    Product Name: TOFU-RYORI

    Description of Product: TOFU-RYORI is stir fry sauces for tofu dish called “Gomoku Ankake,” also for Chinese-style tofu simmered in tomato, and for tofu stewed in Curry.

    Year: 1983

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: "Hiyayakko" is a popular Japanese cuisine made with chilled tofu and toppings, and it is usually eaten during the summer season.

    In the opening shot, a sought-after Geisha named Hiyayakko appears from the half-open Japanese sliding doors called Fusuma. Wearing a vivid red Kimono, she starts her performance after a quick and polite kneeling bow. To describe, she stands up and stretches her legs boldly, playing a Shamisen as if she is a rock guitarist. Then, she finishes her dance with a pose, holding a Hiyayakko dish, a Japanese cuisine made with chilled tofu and toppings, on her right hand. However, 3 different young Geisha characters show up in the next room, offering other varieties of tofu dishes. Finally, Hiyayakko raises her wig of Geisha Shimada, a traditional Japanese hairstyle for Geisha, to their beautiful performance. Thus, this piece uniquely introduces 4 kinds of tofu dishes that are personified as Geisha characters.

    Labels:

    MOMOYA TV-Ads168-1982-Florist




    Time: 30 sec.

    Product Name: HANA-RAKKYO, HANA-FUKUJIN

    Description of Product:
    HANA-RAKKYO is a pickled scallion that has been preserved mainly in vinegar, sugar, salt. Commonly offered as a side dish of Japanese curry, and also eaten with Japanese Sake.

    HANA-FUKUJIN is pickled vegetables called “Fukujinzuke” in Japanese. Commonly, it contains daikon radish, eggplant, lotus root and cucumber, and served as a relish for Japanese curry.

    Year: 1982

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    This TV advertisement displays various homonyms and idioms related to a word ‘hana,’ a part of the products’ names. In the voice-over narration, it offers ‘hanauta (hum)’ and ‘hana no kinyobi (thank god it's Friday)’ for example. Also, the animation illustrates ‘hana uranai (pulling petals off a flower)’ and “hanataba (flower bouquet.)” In the opening scene, a young girl in Kimono starts listening music with a portable audio player during the Japanese tea ceremony known as Chado or Sado. It notably reflects the change in music listening habits especially among young people, which was introduced by a release of Sony’s “Walkman” in 1979. A girl whose skirt is blown up above her waist, in the middle of the TV ad, obviously parodies an iconic image of a world-famous movie star Marilyn Monroe in a 1955 film “The Seven Year Itch.”

    Labels:

    MOMOYA TV-Ads165-1983-Constellation



    Time: 15 sec.

    Product Name: EDO-MURASAKI-O!-EC-DESU

    Description of Product: EDO-MURASAKI-O!-EC-DESU is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar, mirin (rice wine) and also contains vitamin E and calcium. It is preservable, and often eaten with Japanese rice.

    Year: 1983

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    This is an omnibus-style work composed of 3 different stories. The letters of ‘O,’’E’ and ‘C,’ used repeatedly in this animation, are for ‘oishii’ which means ‘tasty’ in Japanese, ‘vitamin E’ and ‘calcium’ respectively. In the first episode, a boy and a family of badgers stand on a hill. Straight after the boy shout at the sky dyed orange by sunset, it turns into a starry sky, and the letters of ‘E’ and ‘C’ float like a constellation. In the following scene, a thief with a large bundle wrapped in a cloth called Furoshiki looks inside a house stealthily. Noticing a policeman behind him, he runs away at furious speed. In the final part, the medium shot frames a man who introduces himself. He is a burlesque of Yoshio Oishi, a famous character in “Chushingura” stories as a leader of Ako Roshi or the Forty-Seven Ronin.

    Labels:

    MOMOYA TV-Ads164-1983-O! EC Monogatari




    Time: 30 sec.

    Product Name: EDO-MURASAKI-O!-EC-DESU

    Description of Product: EDO-MURASAKI-O!-EC-DESU is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar, mirin (rice wine) and also contains vitamin E and calcium. It is preservable, and often eaten with Japanese rice.

    Year: 1983

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: This title, “O! EC Monogatari,” is a kind of wordplay which has two different meanings. The capital letter E in “O! EC” is for vitamin E, and C is for calcium that is contained in this product. On the other hand, in Japanese, “Oishii” means "tasty" or "sweet," and “Monogatari” means a "story" or a "tale." Therefore, “O! EC Monogatari” can be interpreted as “a story of vitamin E and calcium,” and it also means “a story about something tasty or sweet.”

    Set in a daytime shopping street, the opening scene introduces a young blond guy in a white suit stands to pick up a girl. He immediately finds a beautiful girl in a pink skirt and a sky-blue jacket, who weaves her blown hair into ponytail with a yellow ribbon. Although he waits for her posing with a cigarette, she ignores him and walks down a street alone. Being kept chasing persistently, she gets angry and jabs his stomach with her elbow. Then, he transforms into a superhero, as a last resort, to impress her. The hero in this scene is a parody of “Superman,” and its film sequel “Superman III,” starring Christopher Reeve, was released in 1983.

    Labels:

    MOMOYA TV-Ads163-1981-Ichiya-zuke



    Time: 30 sec.

    Product Name: SUGU-TSUKA-RU

    Description of Product: SUGU-TSUKA-RU is a seasoned marinade for vegetables. It is used to make "Asazuke," mild pickles made from cucumber, eggplant, turnip, hakusai cabbage and other vegetables.

    Year: 1981

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    The story of this piece is based on wordplay of a pickling and a cramming, as both words have a common pronunciation‘tsuke’ in Japanese. Sitting at the desk in a room, a young schoolgirl in the sailor outfit, one of common styles of female school uniform in Japan, crams up for the examination. Turning around and emptying the textbooks and notes of the satchel bag, she complains about a heavy workload. Then, a weight stone drops off and hits her head, and a seasoned marinade for mild pickles is introduced. Soon she chops a daikon radish and cucumbers in a kitchen, and live actions demonstrate the 60-second to 60-minuite cooking of pickles. On the other hand, she restarts her study in a room, helplessly wishing that crammingfor mathematics were as easy as making the pickles.

    Labels:

    MOMOYA TV-Ads162-1981-TSUYU-zukushi



    Time: 30 sec.

    Product Name: TSUYU

    Description of Product: TSUYU, a flavoring liquid made from bonito, seaweed and mirin, is a soup stock for noodles. Also, it is served as a sauce for tempura, and added to teriyaki and other marinades.

    Year: 1981

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    In a classroom, a teacher explains the homonym of a word ‘tsuyu,’ writing it in Japanese Hiragana letters to the blackboard. Then, he pulls down a projection screen next to the board, and gives some examples by pictures, such as dew and the East Asian rainy season. This scene remarkably portrays a state of audiovisual education at school in those days. Lastly, he also enumerates a flavoring liquid in the set of Soba noodles restaurant. The following live actions successively display noodles of every variety, Hiyamugi, Kishimen and cold Somen noodles, introducing TSUYU used as a sauce dip. The locution of the teacher mimics Seikyo Muchaku who was recognized as one of the answerers for a radio education program “Zenkoku Kodomo Denwa Sodanshitsu,” literally means the telephone consultation for children.

    Labels:

    MOMOYA TV-Ads161-1981- Senryu




    Time: 30 sec.

    Product Name: EDO-MURASAKI-GOHANDESUYO!

    Description of Product: EDO-MURASAKI-GOHANDESUYO! is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar and mirin (rice wine.) It is preservable, and often eaten with Japanese rice.

    Year: 1981

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: Senryu, literally means river willow, is a Japanese form of short poetry comparable to Haiku, and has three lines with 17 or fewer "on" (not syllables) in total.

    This piece depicts 5 episodes from a quotidian life of a family with Senryu, a form of Japanese short poetry, which are full of jokes. In the morning, a wife wakes her husband up gently, but soon harshly. At noon, their son comes back home from elementary school, while his mother still has lunch watching a soap opera on television. Then, before the dinnertime, the father disturbs his daughter who has a long telephone conversation. At one o’clock in the midnight, the mother offers a bedtime snack to her elder son who studies hard for the entrance examination of a university. Meanwhile, in the dining room, she angrily prepares Chazuke for her drunken husband. In this way, it remarkably represents a lifestyle and culture of an ordinary Japanese family, as well as the connection among family members at that time.

    Labels:

    MOMOYA TV-Ads158-1981-Kimchi of the President




    Time: 30 sec.

    Product Name: KIMCHI-NO-MOTO

    Description of Product: KIMCHI-NO-MOTO is a sauce for Kimchi, also spelled Gimchi or Kimchee. It is a traditional Korean fermented dish made of hakusai cabbage and other select vegetables with varied seasonings, and it is the most common Korean side dish served with rice.

    Year: 1981

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: This title, “Kimchi of the President,” is a sort of a wordplay which used the phonic similarity of two words; one is “Kimochi,” a Japanese word meaning a "feeling," and the other is “Kimchi,” a part of product name of this TV ad. Therefore, “Kimchi of the President” can be also interpreted as “the feeling of the President.”

    With a parody of a famous Korean folk song “Arirang,” it showcases home dishes used KIMCHI-NO-MOTO by live actions; a salad dressing for breakfast; Kakuteki or Ggakdugi, a type of KIMCHI made with cubed daikon radishes, as a side dish of Chazuke for lunch; KIMCHI, made of hakusai cabbages, as a relish for Yakiniku grilling in dinner. To visualize the time progress, a clock-wipe effect is applied to the transitions of these scenes. The setting being changed from home to a company, animated president character shows up in a live action background of a president room’s doorway. In this scene, Mr. Takayuki Koide, who was the president of Momoya Co., Ltd. in those days, acted the voice-over of the character. Also, the live action was filmed in its company building. Thus, this TV ad archives the history of Momoya Co., Ltd. itself as a company.

    Labels:

    MOMOYA TV-Ads154-1980-It Can Be Useful if You Use Your Head



    Time: 30 sec.

    Product Name: GOMOKU-ZUSHI-NO-TANE

    Description of Product: GOMOKU-ZUSHI-NO-TANE is a rice seasoning for a kind of Japanese sushi “Gomoku-zushi.” It is usually mixed a variety of chopped vegetables and mushrooms, such as carrot, lotus root, shiitake mushroom, bamboo shoot, and fried bean curd with sushi rice.

    Year: 1980

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    This piece, a pastiche of animations and live actions, makes use of the former ones to establish the setting and the situation, and the latter ones to introduce various recipe and menu. In the opening scene, a male character lies down in a shabby room of an apartment, and then gets up to watch the 1978 Momoya’s TV ad “Kakube-jishi” on the television. After a live action shows how ‘Gomoku Gohan’ can be prepared easily even by a young single man, the scene changes into another episode by an animation. The protagonist is now a housewife who is surprised by an unexpected guest. Again, the live actions display the GOMOKU-ZUSHI-NO-TANE itself as a side dish for Japanese Sake, and then Gomoku-zushi in the shapes of a cocoon and an Omusubi rice ball. This part effectively demonstrates how the product can be handy and multi-purpose.

    Labels:

    MOMOYA TV-Ads153-1980-Folk Songs in Memories



    Time: 30 sec.

    Product Name: EDO-MURASAKI-GOHANDESUYO!

    Description of Product: EDO-MURASAKI-GOHANDESUYO! is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar and mirin (rice wine.) It is preservable, and often eaten with Japanese rice.

    Year: 1980

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Beginning with the photo album, this piece tells a story of a couple chronologically with the hit folk songs of the Showa period. In the first episode, a young couple enjoys their time in a coffee shop. The background song is “Gakuseigai no Kissaten” performed by Garo in 1972. The second song is “Miagetegoran Yoru no Hoshiwo,” a 1963 work by Kyu Sakamoto. In this part, the couple walks down a street in a foggy night. The following scene is set in their wedding, with a 1971 song “Hanayome” of Norihiko Hashida & Climax. Here, they are dressed in traditional Japanese bridal costumes. The final story, a baby intervening in their quarrel on the dining table, is depicted with “Kuro no Funauta” of Kiyoshi Hasegawa in 1972. In addition, the closing line is quoted from “Kimi to Itsumademo,” a 1965 masterpiece of Yuzo Kayama.

    Labels:

    MOMOYA TV-Ads150-1980-Cooking




    Time: 30 sec.

    Product Name: KIMCHI-DRESSING

    Description of Product: KIMCHI-DRESSING is a Kimchi-flavored dressing for salads. It can be also used as a sauce or seasoning for various dishes such as steak, pasta and Ramen noodles.

    Year: 1980

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    This TV advertisement is mainly made up of live action shots, demonstrating how a product named KIMCHI-DRESSING can be applied to Japanese, Western and Chinese dishes. A phrase in the opening scene, ‘New Type,’ is quoted from “Kido Senshi Gandamu,” or “Mobile Suit Gundam,” a TV Anime series broadcasted from 1979 to 1980. The words ‘New Type’mean the people who are in the next stage of human evolution, and are recognized as a keyword related to the theme for this Anime series. In fact, this series has been adapted for Manga, other TV Anime series and films until today, producing many sequels and spin-offs. Thus, this work is noteworthy as a collaboration with the Momoya “Norihei Anime” TV ads series began in 1958 and the “Gundam” series as a new generation of Japanese Anime.

    Labels:

    MOMOYA TV-Ads149-1980-Rice Porridge



    Time: 30 sec.

    Product Name: UME-GONOMI, EDO-MURASAKI-OTOSAN-GAMBATTE, MEMMA, ZA-SAI

    Description of Product:
    UME-GONOMI is a savory preserve made of plum with apple, sugar, vinegar, labiates, bonito and kelp. It is often eaten with Japanese rice or porridge, and also used as a seasoning for various dishes.

    EDO-MURASAKI-OTOSAN-GAMBATTE is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar and mirin (rice wine.) It is preservable, and often eaten with Japanese rice.

    MEMMA, originated in China, is a sliced bamboo shoot, seasoned with sesame oil, red chili pepper oil, salt and sugar etc. In Japan, it is quite common to eat Memma with Ramen noodles.

    ZA-SAI, or Zha-cai, is a Chinese pickled vegetable which is often called Sichuan vegetable or Szechwan vegetable in English. It is very popular as a side dish of Chinese cuisine, and also suitable to eat with Chinese rice porridge.

    Year: 1980

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    In a large kitchen at dawn, a Chinese male character in apron cooks rice porridge and appeals it as a healthy breakfast that gives a feeling of fullness with easy digestion. The following live action portrays an old type of an electric rice cooker that was used commonly in those days. Compared with the current one, it only has an on-off switch and a small round lamp, and also its lid is detachable as if it is a deep pot. Then, live actions introduce Japanese and Chinese rice porridge meals with various side dishes such as the savory preserves, ZA-SAI and MEMMA. It seems that this TV ad was mainly targeted at the female audiences, as the narration explains it is good for beauty and health, and recommended to especially mothers.

    Labels:

    MOMOYA TV-Ads147-1979- Matchmaking



    Time: 30 sec.

    Product Name: NIKOMI-TSUYU

    Description of Product: NIKOMI-TSUYU, a flavoring liquid made from bonito, seaweed and mirin, is a soup stock for simmering dishes such as Udon noodles, Japanese hotpot and so on.

    Year: 1979

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Beginning with a close-up of Shishi-odoshi, means a deer scarer in Japanese, the scene changes into a Japanese-style room called Washitsu. There, a young lady and a man quietly sit face to face with a table between them. Then, a middle-aged woman starts introducing the lady, namely her daughter, listing her specialties and hobbies; the Japanese art of flower arrangement called Ikebana or Kado, the Japanese tea ceremony known as Chado or Sado, dressmaking, tennis, golf and Mahjong game. This part, especially the latter 3 activities, remarkably represents the life and culture of young female in those days. The contrast between a calm background music performed by Koto and the hectic lines of these characters effectively enhances its atmosphere of a comedy.

    Labels:

    MOMOYA TV-Ads146-1979-Ta-Re-Mi-Fa



    Time: 30 sec.

    Product Name: YAKINIKU-NO-TARE

    Description of Product: YAKINIKU-NO-TARE is a sauce for “Yakiniku” which literally means grilled or barbequed meats.

    Year: 1979

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: This title, “Ta-Re-Mi-Fa,” is a sort of a wordplay which used the phonic similarity of two words; one is “Do-Re-Mi-Fa” of solfege in music, and the other is “Tare” that is a part of the product name of this TV ad.

    With a burlesque of a famous Scottish folk song “Comin’ thro’ the Rye,” an extreme long shot of pastoral scenery zooms in livestock and a white homestead with a red spire, and then dissolves into a shot of a boy and a girl in Kimono, who enjoys Yakiniku grilling as a picnic lunch. Then, a cow, a pig, a sheep and a chicken come by a fence to join them. Partly, the voice-over narration parodies the lines of “Iroha,” an old Japanese poem which contains 47 characters of the Japanese syllabary exactly once. Also, the melody, from low to high then back to a low tone, is quoted from “Do-Re-Mi,” a well-known tune of a musical and movie “The Sound of Music.”

    Labels:

    MOMOYA TV-Ads144-1979-Smash Hit



    Time: 30 sec.

    Product Name: CHANTO-CHA-HAN

    Description of Product: CHANTO-CHA-HAN is a seasoning with ingredients for a popular rice dish of Chinese cuisine or other forms of Asian cuisine called “Cha-han,” namely fried rice.

    Year: 1979

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    In a stage with colorful and glaring light, 4 girls in costumes of the same design appear. In the following bird's-eye view shot, a young male musician who put a chef hat on his head starts singing in the spotlight. This TV ad parodies a TV music program “The Best Ten” which was broadcasted by Tokyo Broadcasting System, Inc. from 1978 to 1989. Presenting the weekly rankings in Japanese music scene, it was one of the most popular TV shows in those days. In this program, adapted version of “YOUNG MAN (Y.M.C.A.),” a smash hit of Hideki Saijo in 1979, was introduced as a top-ranking song with the highest score. This is why a description of ‘for young man’ was superimposed under a title of a burlesque song in the beginning of this piece.

    Labels:

    MOMOYA TV-Ads135-1979-Tipsy Lurch



    Time: 30 sec.

    Product Name: EDO-MURASAKI-OTOSAN-GAMBATTE

    Description of Product: EDO-MURASAKI-OTOSAN-GAMBATTE is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar and mirin (rice wine.) It is preservable, and often eaten with Japanese rice.

    Year: 1979

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    This is an omnibus-style TV advertisement that consists of 4 stories on the subject of ‘father,’ with full of satires on Japanese households of that time. In the first episode, a drunken office worker staggers home. Finding a silhouette of his wife with 2 horns like Oni, a demon-like creature from Japanese folklore, he strikes a pose of the salute. Then, his daughter hangs a ladder for him from the window of the second floor. In the next scene, a man sees his wife and daughter off at the entrance hall of his house. Knowing his father is going to play a Mahjong game during their absence, the daughter closes her eyes to it. The third father does homework hard for his son. Finally, in front of a mirror, a young daughter cheers her father up with a smile.

    Labels:

    MOMOYA TV-Ads133-1978-Tenryu-kudari



    Time: 30 sec.

    Product Name: IKA-SHIOKARA

    Description of Product: IKA-SHIOKARA is salt-fermented cuttlefish guts with small pieces of its meat. It is generally eaten with Japanese rice and alcohol such as Japanese Sake, beer and liquor.

    Year: 1978

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: Tenryu Kudari is to go down the Tenryu River that drains the eastern part of central Honshu, Japan, on a raft.

    Although the title is different, this piece is a color remake of “Raft,” the Momoya’s black-and-white TV ad broadcasted in 1968. In this color “Tenryu-kudari” version, the animated character and the background images were entirely redrawn, while the narrative and the lines of a boatman were almost kept unchanged. In detail, the background images of a steep-sidedgorge, which were depicted in a style of Suibokuga in 1968 version, look like the Grand Canyon with an ocher color. Also, a boatman wears a red T-shirt and white shorts, instead of a traditional Japanese coat Happi. In addition, he holds a bamboo pole as if it is a paddle of canoe in the scene just before the closing. Thus, American or European culture was prominently introduced into this color version, compared with the black-and-white version of 1968.

    Labels:

    MOMOYA TV-Ads132-1978-Kendo



    Time: 30 sec.

    Product Name: MEMMA

    Description of Product: MEMMA, originated in China, is a sliced bamboo shoot, seasoned with sesame oil, red chili pepper oil, salt and sugar etc. In Japan, it is quite common to eat Memma with Ramen noodles.

    Year: 1978

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: Kendo, literally means the way of the sword, is the Japanese martial art of fencing. It was developed from traditional techniques of Japanese swordsmanship known as Kenjutsu.

    In the back of a formal training place Dojo for Kendo, a Japanese carpenter called Daiku sits on a wooden box and has a lunch break eating an Omusubi rice ball. Even though the tip of a bamboo sword Shinai almost catches his face piercing though a wall, he dodges it quite calmly. Patching a square piece of wood to the wall, he stands up and strikes a pose with a jar on his left hand. Then, a female trainee finds him and struggles to snatch it. Kendo, literally means the way of sword, is the Japanese martial art that is similar to fencing. It was developed from Kenjutsu, traditional techniques of Japanese swordsmanship, and called as Kendo after the Meiji period.

    Labels:

    MOMOYA TV-Ads130-1978-Story of Moto



    Time: 30 sec.

    Product Name: MABO-DOFU-NO-MOTO

    Description of Product: MABO-DOFU-NO-MOTO is a stir fry sauce for a popular Sichuan or Szechuan cuisine “Mapo doufu.” This spicy sauce can be stir-fried not only with tofu, but also with minced meat, onions and so on.

    Year: 1978

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: This title, “Story of Moto,” is a kind of pun which has two different meanings. In Japanese, “moto” means “origin” or “beginning,” and also “material” or “ingredient.” Therefore, the “Story of Moto” can be interpreted as the “story of the beginning,” and it also means the “story of the ingredient,” namely this product MABO-DOFU-NO-MOTO.

    As the voice-over starts telling ‘once upon a time,’ a man on a bicycle shows up in the burlesque landscape of the Great Wall of China twisted through the mountains. Pulling over and getting off the bicycle, he calls out an old lady in the two-storied building that resembles to Rokaku in Japanese language. After she answers leaning out of the second floor’s window, he ropes the building to the Great Wall and goes to her place as if he were a tightrope walker. In the following shot, the couple enjoys their meal together in the dining room. The latter part is mainly composed of live action shots, displaying the Mapo doufu, one of the most recognized Chinese dishes.

    Labels:

    MOMOYA TV-Ads129-1978-Oko-ko Dancing




    Time: 30 sec.

    Product Name: OKO-KO-DESU

    Description of Product: OKO-KO-DESU is a kind of “Takuan” that is a popular and traditional pickle made of daikon radish in Japan. It is very popular as a side dish of Japanese cuisine.

    Year: 1978

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: "Oko-ko," also called “Takuan,” “Takuwan” or “Oshinko,” is a popular and traditional pickle made of daikon radish in Japan.

    In the opening shot, tall and thin male character and a short, plump woman standing back to back with each other are silhouetted against a dark background. Once the stage is lightened and the music starts, they begin dancing rhythmically. The song and these characters, including their costume and choreography, are a parody of “Ringo Satsujin Jiken,” literally means the apple murder case, which was performed by a duo Hiromi Go and Kirin Kiki as the soundtrack of a TV drama series “Mu Ichizoku” in 1978. On the other hand, the lyrics are a burlesque pastiche of the songs by a Japanese female pop music duo named Pink Lady who had an extremely high popularity in those days. In detail, “Carmen ’77,”“Wanted (Shimei Tehai),”“UFO,”“S.O.S.” and ”Pepper Keibu” are quoted in this 30-second TV ad.

    Labels:

    MOMOYA TV-Ads128-1978- Dispute over Flavors



    Time: 30 sec.

    Product Name: YAKINIKU-NO-TARE-SISEN, YAKINIKU-NO-TARE-KANTON

    Description of Product:
    YAKINIKU-NO-TARE-SISEN is a spicy sauce for “Yakiniku,” literally means grilled or barbequed meats, in the Sichuan style.

    YAKINIKU-NO-TARE-KANTON is a sweet sauce for “Yakiniku,” literally means grilled or barbequed meats, in the Cantonese style.

    Year: 1978

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    On the top of precipitous rock, there are a lady who resembles a celestial maiden,known as Tennyo, and a male character dressed like Chinese old monarch or general. They dispute over their tastes for a dipping sauce called Tare used in Yakiniku grilling; she likes mild Cantonese-style sauce, but he prefers hot Sichuan-style one. The rock is split into 2 parts because of their furiousness, and then an immortal hermit Sennin appears riding on a floating cloud. He intervenes in their quarrel angrily and preaches on the generosity towards individualities to them. Thus, the bottles of Sichuan and Cantonese-style sauces are given to male and female characters respectively, while Sennin enjoys barbecuing meats with both flavors of Tare.

    Labels:

    MOMOYA TV-Ads127-1978-Omotesando



    Time: 30 sec.

    Product Name: UME-GONOMI, UME-GONOMI-TSUBU-TSUBU, UME-GONOMI-KATSUO-UME

    Description of Product: UME-GONOMI, UME-GONOMI-TSUBU-TSUBU and UME-GONOMI-KATSUO-UME are savory preserves made of plum with apple, sugar, vinegar, labiates, bonito and kelp. It is often eaten with Japanese rice or porridge, and also used as a seasoning for various dishes.

    Year: 1978

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: Omotesando is an avenue in Tokyo, Japan, stretching from Harajuku Station to Aoyama-dori where Omotesando Station can be found.

    Set in Omotesando, a street which connects Harajuku and Aoyama in Tokyo, and also a Mecca for young people, this piece showcases a variety of youth subcultures of both Japan and overseas around 1978. Firstly, a girl in a baggy cloth and her distinctive dance on the sidewalk are associated with Takenoko-zoku, literally bamboo shoot kids, a teenager-orienteddance group of the mid 1970s and the mid 1980s. Then, one of mannequinsin a window displayof a boutique strikes a pose like John Travolta in “Saturday Night Fever.” Also, a robot strolling along the street is a parody of R2-D2 in a George Lucas film “Star Wars.” In fact, these 2 films were released in 1978 in Japan despite their U.S. releases in 1977.

    Labels:

    MOMOYA TV-Ads126-1978-Kakube-jishi



    Time: 30 sec.

    Product Name: GOMOKU-ZUSHI-NO-TANE


    Description of Product: GOMOKU-ZUSHI-NO-TANE is a rice seasoning for a kind of Japanese sushi “Gomoku-zushi.” It is usually mixed a variety of chopped vegetables and mushrooms, such as carrot, lotus root, shiitake mushroom, bamboo shoot, and fried bean curd with sushi rice.

    Year: 1978

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: "Kakube-jishi," also known as "Echigo-jishi," is a traditional lion dance in Tsukigata area located in Niigata City, Niigata prefecture, Japan. The performers mimic a lion's movements in a lion costume.

    Beginning with the extreme long shot of a thatched house in the countryside, it portrays children who put the ornaments of red lion face on top of their heads. Accompanied on the drum by a boy, a girl shows back flips and handwalking lightly. This piece describes a traditional lion dance “Kakube-jishi,” also known as “Echigo-jishi,” which has been come down to people in Tsukigata area, Niigata prefecture. The lion character so-called Shishi-mai of this regional dance is mainly performed by youngsters who are around 7-15 years old. The animated characters’ lines before the closing scene are quoted from “Gampeki no Haha,” literally means a mother on a pier, which was filmed in 1976, and was dramatized on TV in 1977.

    Labels:

    MOMOYA TV-Ads123-1977-Ochazuke



    Time: 30 sec.

    Product Name: EDO-MURASAKI-ISHIKARI

    Description of Product: EDO-MURASAKI-ISHIKARI is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar, mirin (rice wine) and also contains salmon. It is preservable, and often eaten with Japanese rice.

    Year: 1977

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: "Ochazuke," also called “Chazuke,” is a soup-type Japanese rice dish made by pouring hot green tea.

    This TV ad can be divided into 3 parts; an opening live action, animation, and a closing live action. In detail, it begins with the close-up of a jar with a bruin on its label, then a smoking hot rice on a bowl so-called Chawan. Animation is employed in the following scenes, depicting a bruin at cooking by the side of a fire ring. He bones a roasted salmon, and puts the fishbone into a boiling pot to make soup stock. After he put a tray of a jar and a teapot on a table, live actions showcase a soup-type Japanese rice dish Chazuke with a spoonful of EDO-MURASAKI-ISHIKARI. This depiction is effectively appetizing, since the previous animation sequence explains that a roasted salmon and a broth made by boiling its bone are blended with the savory seaweed preserve.

    Labels:

    MOMOYA TV-Ads120-1970-Authentic



    Time: 30 sec.

    Product Name: KIMCHI-NO-MOTO

    Description of Product: KIMCHI-NO-MOTO is a sauce for Kimchi, also spelled Gimchi or Kimchee. It is a traditional Korean fermented dish made of hakusai cabbage and other select vegetables with varied seasonings, and it is the most common Korean side dish served with rice.

    Year: 1977

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    This TV advertisement introduces 2 different recipes for KIMCHI, also spelled gimchi or kimchee, by live actions. Without the composite of an animated housewife character in the closing scene, it would look like a TV cooking show. The former half offers an easy version of recipe; spooning a sauce over salted hakusai cabbage. Then, the latter half explains how to make an authentic KIMCHI. A still image of ingredients, such as apples, garlic chives and hakusai cabbages being inserted, all these vegetables are put into a container and mixed with sauce in the following shots. Then a wooden lid and a weight stone are placed on them. Before the closing sequence, the floating bubbles on the container are shown so that audience can see fermentation, a crucial process in making KIMCHI.

    Labels:

    MOMOYA TV-Ads108-1976- Yaoya Oshichi



    Time: 30 sec.

    Product Name: KIMCHI-NO-MOTO

    Description of Product: KIMCHI-NO-MOTO is a sauce for Kimchi, also spelled Gimchi or Kimchee. It is a traditional Korean fermented dish made of hakusai cabbage and other select vegetables with varied seasonings, and it is the most common Korean side dish served with rice.

    Year: 1976

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: Yaoya Oshichi, literally Greengrocer Oshichi, was a daughter of the greengrocer Tarobei, and lived in the Hongo area of Edo in the early Edo period. She attempted to commit arson after falling in love with a boy, and this story became the model of Joruri plays.

    In the opening scene, an extreme long shot of a city landscape dyed in red by a big fire zooms in to spot a lady in Kimono who climbs a fire lookout tower called Hinomi-yagura. This TV ad parodies a story about a real-life girl named Yaoya-Oshichi, literally means a greengrocer Oshichi. She lived in Hongo area of Edo, the former name of Tokyo, as anadopted daughter of the greengrocer Tarobei at the beginning of the Edo period. Her famous episode, an attempt at arson after falling in love with a temple page, was described in a novel “Koshoku Gonin Onna,” literally “Five Women Who Loved Love,”written by Saikaku Ihara, and then widely adapted for the traditional Japanese puppet theater Ningyo Joruri or Bunraku, Kabuki and film. The voice-over of this piece partly imitates a melody of Hibari Misora’s “Makkana Taiyo,” or “Red Sun.”

    Labels:

    MOMOYA TV-Ads107-1976-Arirang



    Time: 30 sec.

    Product Name: KIMCHI-NO-MOTO

    Description of Product: KIMCHI-NO-MOTO is a sauce for Kimchi, also spelled Gimchi or Kimchee. It is a traditional Korean fermented dish made of hakusai cabbage and other select vegetables with varied seasonings, and it is the most common Korean side dish served with rice.

    Year: 1976

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: "Arirang" is one of the most popular and best-known Korean folk songs, both inside and outside Korea.

    Set in a room with the Shoji doors made of a wooden frame and a white Washi paper, a middle-aged married couple has a meal. On a Chabudai table with 4 short legs, Nabemono or simply Nabe, a Japanese steamboat dish traditionally cooked in a clay-made Donabe pot, is prepared. Around the table, a husband in a type of Kimono sits down on a Japanese Zabuton cushion, and a wife serves him with Japanese Sake holding a Chosi, also called Tokkuri, bottle. In spite of all these elements related to Japan, they sing a parody of well-known Korean folk song “Arirang,” and introduce a famous traditional Korean dish called KIMCHI, also known as gimchi or kimchee.

    Labels:

    MOMOYA TV-Ads106-1975-Good Old Melodies



    Time: 30 sec.

    Product Name: EDO-MURASAKI-GOHANDESUYO!

    Description of Product: EDO-MURASAKI-GOHANDESUYO! is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar and mirin (rice wine.) It is preservable, and often eaten with Japanese rice.

    Year: 1975

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    This piece is an omnibus which consists of 4 stories based on the greatest hit songs of the Showa period. Set in a port town, the first episode parodies a “Shima no Musume,” means a girl in island, a song of a Geisha singer Katsutaro Kouta in 1932. As for the second part, a male musician spotlighted on a stage imitates a Takeo Fujishima’s song of 1930, “Tsuki no Hozenji Yokocho,” literally a Hozenji alley in a moonlight. Then, the scene changes into a Japanese gambling called Hancho Tobaku that is often depicted in Jidaigeki and Yakuza films. What the dealer sings, as the third song of this omnibus, is “Kyodai Jingi,” translated as “Brotherly Affection,” of Saburo Kitajima in 1965. Finally, a smash hit of a female movie star Mieko Takamine, titled “Kohan no Yado” in 1940, is performed on the stage set of a lakeside hotel.

    Labels:

    MOMOYA TV-Ads104-1975-Za-sai-ichi



    [COMMENT]
    Time: 30 sec.

    Product Name: ZA-SAI

    Description of Product: ZA-SAI, or Zha-cai, is a Chinese pickled vegetable which is often called Sichuan vegetable or Szechwan vegetable in English. It is very popular as a side dish of Chinese cuisine, and also suitable to eat with Chinese rice porridge.

    Year: 1975

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: This title, “Za-sai-ichi,” is a sort of a wordplay which used the phonic similarity of two words; one is “Zatoichi,” a famous fictional character featured in Japanese films and a television series set in the Edo period, and the other is “Za-sai,” the product name of this TV ad.

    In a dark room illuminated by the flame of a candle, there is a man who sits down silently. On his left, Shikomi-zue, literally means a sword cane, is put on the floor. Following a bark of a dog outside, he catches a vegetable and slices it in the air by his sword quite nimbly with his eyes shut. This parody based on a fictional Jidaigeki titled “Zatoichi” that is a series of 25 films released between 1962 and 1973, starring a Japanese actor and a singer Shintaro Katsu. Additionally, he also played the same character in a TV drama series “Zatoichi Monogatari” in 1974. Recently, it was re-made by Takeshi Kitano in 2003.

    Labels:

    MOMOYA TV-Ads103-1975-Izu no Odoriko



    Time: 30 sec.

    Product Name: KON-SAI

    Description of Product: KON-SAI, literally means root vegetables, is a pickled daikon radish which is seasoned in Chinese style. It is generally eaten with rice as a side dish.

    Year: 1975

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: "Izu no Odoriko," also known as "The Dancing Girl of Izu" or "The Izu Dancer," published in 1926, is the masterpiece of Japanese author Kawabata Yasunari who won the Nobel Prize in Literature in 1968.

    Dancing like a ballet dancer, a girl in Kimono appears in a road surrounded by greens on its both sides and mountains in the back. This piece is a burlesque of “Izu no Odoriko,” aka “The Dancing Girl of Izu” or “The Izu Dancer,” a short story written by a Nobel Prize winning novelist Yasunari Kawabata in 1926. In 1974, it was adapted for a movie starring Momoe Yamaguchi, one of the most popular Japanese stars of the Showa period, co-starring with her future husband Tomokazu Miura for the first time. In connection with this film, the lines in this TV ad is partly quoted from the lyric of her song “Hitonatsu no Keiken,” literally means an experience of one summer.

    Labels:

    MOMOYA TV-Ads102-1974-Dodoitsu



    Time: 30 sec.

    Product Name: YAKINIKU-NO-TARE

    Description of Product: YAKINIKU-NO-TARE is a sauce for “Yakiniku” which literally means grilled or barbequed meats.

    Year: 1974

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Cinq Co., Ltd.

    Description of Title: Dodoitsu is a form of Japanese poetry developed by the end of the Edo period. It consists of four lines with the syllabic structure 7-7-7-5.

    In a Japanese-style room, a Geisha sits on her heels and performs Dodoitsu, a form of Japanese poetry developed in the end of the Edo period by an entertainer Senka Dodoitsubo. It is normally played with Shamisen, and composed with the syllabic structure 7, 7, 7 and 5, mainly on the subject of a romance. Sensing that there is someone outside, she puts Shamisen on the Tatami mats and slides a Shoji window, only to find a jar attacks her forehead. In the following scenes, she marinates beef in a big plate and barbecues them. Then, in the closing, she stands up and completes her Dodoitsu performance, dancing and posing with a Japanese folding fan Sensu.

    Labels:

    MOMOYA TV-Ads097-1973-Omnibus



    Time: 30 sec.

    Product Name: EDO-MURASAKI-GOHANDESUYO!

    Description of Product: EDO-MURASAKI-GOHANDESUYO! is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar and mirin (rice wine.) It is preservable, and often eaten with Japanese rice.

    Year: 1973

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Television Corporation of Japan

    This is an omnibus-style TV advertisement composed of 5 different stories. The first scene describes the marathon race that a runner tricks the other to leave him behind. In the following episode, a policeman runs after a thief in a night town, but they halts in surprise with an interruption by a boy. Set in the air, the third part portrays a wife who delivers a meal to her husband, a pilot of the aircraft, by parachuting. On the other hand, in the forth story, a husband who carries a baby on his back takes a lunch box to his wife in golf course. Lastly, a female pop star in a red costume, a mimic of Linda Yamamoto, sings and dances a parody of her greatest hit “Nerai uchi,” or “Sharpshoot,” in 1973 on stage.

    Labels:

    MOMOYA TV-Ads096-1973-Cable Ferry in Village




    Time: 30 sec.

    Product Name: EDO-MURASAKI-OSANANAJIMI

    Description of Product: EDO-MURASAKI-OSANANAJIMI is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar and mirin (rice wine.) It is preservable, and often eaten with Japanese rice.

    Year: 1973

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Television Corporation of Japan

    This piece begins with an extreme long shot of shore along a fictional river named ‘Najimi River’ in countryside. After a loud call for boarding, the following scene portrays an elderly lady who pops out and makes a couple of Omusubi rice ball in front of a small hut. Carrying a tray of food and a teapot, she dashes for and jumps into a cable ferry. In the sequence, she sings a parody of children’s song “Sendo-san” which literally means a boatman. On a ferry, an old man squats down cross-legged, smoking an old-style Japanese smoking pipe called Kiseru. Although she offers a meal to him, they start playing a game enjoying their second childhoods. Kissing her hand, he turns a tag to ’Not in service’ so that they can spend a happy time on the cable ferry without a disturbance.

    Labels:

    MOMOYA TV-Ads094-1973-Transformation



    Time: 30 sec.

    Product Name: EDO-MURASAKI-TOKKYU

    Description of Product: EDO-MURASAKI-TOKKYU is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar and mirin (rice wine.) It is preservable, and often eaten with Japanese rice.

    Year: 1973

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Television Corporation of Japan

    It begins with scenery of a rugged mountain road, which evokes an Ukiyo-e series“Fugaku Sanjurokkei,” or “36 Views of Mount Fuji,” by Hokusai Katsushika of the Edo period. In the old Tokaido’s Hakone Hachiri which connects today’s Kanagawa and Shizuoka prefecture, a man travels with a horse and its driver so-called Umakata. Depicting a taximeter on the horse head and a watch on the traveler’s arm, this animation put the old and new technologies together. Moreover, the cultures of the East and the West are mixed, as the horse and Umakata transform into a winged white horse and a noble-looking man in white robe respectively. In those days, “Kamen Rider,” a sci-fi TV series based on a story created by Shotaro Ishinomori, had been broadcasted since 1971, and Japanese children had used to play imitating its transformation scene.

    Labels:

    MOMOYA TV-Ads093-1972-Hauta



    Time: 30 sec.

    Product Name: UME-GONOMI

    Description of Product: UME-GONOMI is a savory preserve made of plum with apple, sugar, vinegar, labiates, bonito and kelp. It is often eaten with Japanese rice or porridge, and also used as a seasoning for various dishes.

    Year: 1972

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Television Corporation of Japan

    Description of Title: Hauta is a form of traditional Japanese music developed in the Edo period.

    In the opening shot, a lady shows up from an entrance of a Japanese communal bath house so-called Sento, holding a Furo-oke or Yu-oke wooden tub on hands. Walking down the street, she starts singing Hauta, a kind of folk song of the Edo period, with rhythmical footsteps produced by the traditional Japanese clogs Geta. The trees on the road are Ume, known as Japanese plum, and their buds and flowers suggest that this piece is set in early spring. Then, the scene changes into another street that has a wall on a right side. Jumping in the air, she tucks up the skirt of her blue Kimono and shows the male underwear to reveal the fact that the character is actually a male.

    Labels:

    MOMOYA TV-Ads092-1973-Kozure Okami



    Time: 30 sec.

    Product Name: CHAN-SAI

    Description of Product: CHAN-SAI, literally means spear vegetables, is a pickled Chinese vegetable leaves. It is generally eaten with rice as a side dish.

    Year: 1973

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Television Corporation of Japan

    Description of Title: "Kozure Okami," or “Lone Wolf and Cub,” is a series of Japanese films, TV dramas or Manga created by the writer Koike Kazuo and the artist Kojima Goseki.

    This piece is a parody of “Kozure-Okami,” or “Lone Wolf and Cub.” It is originally a Jidaigeki or period Manga that was created in collaboration with a writer Kazuo Koike and an artist Goseki Kojima, and serialized on a magazine “Weekly Manga Action” from 1970. Starring Kinnosuke Yorozuya who is a versatile Jidaigeki actor of the Showa period, its TV drama adaptation was broadcasted in 1973, and became popular for the character of Daigoro, son of the protagonist Ogami Itto. In this work, a little Daigoro watches outside and then rushes out when he finds his father with food on both hands. The quality of the background images, such as rainy forest, the grain and a Japanese roof tiles Kawara of a little hut, and a clouded sky, are superb.

    Labels:

    MOMOYA TV-Ads091-1972-Kogarashi Monjiro




    Time: 30 sec.

    Product Name: EDO-MURASAKI-OSANANAJIMI

    Description of Product: EDO-MURASAKI-OSANANAJIMI is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar and mirin (rice wine.) It is preservable, and often eaten with Japanese rice.

    Year: 1972

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Television Corporation of Japan

    Description of Title: "Kogarashi Monjiro" is a series of novels written by Sasazawa Saho and the nickname of its protagonist.

    In the beginning, a man who puts on a striped Kappa cloak and a bamboo or sedge-woven traditional Japanese hat called Sando-gasa walks up a windy rough road along the cliff. Within this opening scene, the medium long shot of his figure is inserted for a split second. As the long toothpick on his mouth hints, this TV ad parodies “Kogarashi-Monjiro,” a novel of Saho Sasazawa and its adaptations to TV drama and film. The TV drama series, broadcasted in 1972, was produced under the supervision of a renowned Japanese film director Kon Ichikawa. In fact, it is said that he also directed its several episodes, and thus it had a wide appeal for audience.

    Labels:

    MOMOYA TV-Ads088-1971-Tsukemono



    Time: 30 sec.

    Product Name: KON-SAI, CHAN-SAI

    Description of Product:
    KON-SAI, literally means root vegetables, is a pickled daikon radish which is seasoned in Chinese style. It is generally eaten with rice as a side dish.

    CHAN-SAI, literally means spear vegetables, is a pickled Chinese vegetable leaves. It is generally eaten with rice as a side dish.

    Year: 1971

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Television Corporation of Japan

    Description of Title: "Tsukemono," literally means pickled things, are Japanese pickles served with Japanese rice, and sometimes with alcohol such as Japanese Sake, beer and liquor.

    This is a story about a man who glooms in disgust at boring side dishes. Set in a Japanese-style room so-called Washitsu, the opening shot of this piece represents a conventional version of Japanese culture on food, clothing and shelter in a modern society. In explanation, a man in Wafuku, the synonym for Kimono, sits down on a cushion called Zabuton and eats rice in front of a short-legged table Chabudai. Next to him, there is a wooden tub called Ohitsu or Meshibitsu that cooked rice is kept with a lid. In addition, the room itself has a floor of Tatami mats, a traditional Japanese fabric divider Noren in the entrance, and Shoji, a translucent Japanese Washi paper over a wooden frame, on the wall. In the latter part, live action is used with a composition of animated character thatappears to be satisfied with new side dishes.

    Labels:

    MOMOYA TV-Ads082-1971-The Little Match Girl




    Time: 30 sec.

    Product Name: SHIITAKE-NORI

    Description of Product: SHIITAKE-NORI is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar, mirin (rice wine) and also mixed with shiitake mushroom. It is preservable, and often eaten with Japanese rice.

    Year: 1971

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Television Corporation of Japan

    Description of Title: "The Little Match Girl," or “Den Lille Pige med Svovlstikkern,” written by Hans Christian Andersen, is a Danish fairy tale about a girl who dies selling matches during the cold winter.

    With tragic background music, the opening shot portrays a blond girl who walks up a street alone. In spite of the heavy snow, she only puts on poor clothes and apron with patches. Lighting a match for sale, she finds herself in a fantasy of a warm room with a fire in the fireplace and a barbecue of turkey on the table. This piece is a burlesque of a tale “The Little Match Girl,” originally titled “Den Lille Pige med Svovlstikkerne,” written by a Danish author Hans Christian Andersen in the 1840s. In 1971, the TV Anime series “Andersen Monogatari,” or “Hans Christian Andersen Stories,” was broadcasted by Fuji Television Network Inc., as one of the seasons among “Sekai Meisaku Gekijo,” or “World Masterpiece Theater.”

    Labels:

    MOMOYA TV-Ads078-1971- Akita Ondo



    Time: 30 sec.

    Product Name: EDO-MURASAKI-OSANANAJIMI

    Description of Product: EDO-MURASAKI-OSANANAJIMI is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar and mirin (rice wine.) It is preservable, and often eaten with Japanese rice.

    Year: 1971

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Television Corporation of Japan

    Description of Title: "Akita Ondo" is the regional folk song in Akita prefecture, Japan.

    Against the background of the Tokyo Tower and skyscrapers in a fiery sunset, a man works on an upper level of a building construction site. Taking a break in scaffolding, he casts his mind back to an old hometown. In contrasting to the scenery of Tokyo at dusk, the mountains are dyed purple by the sunset, the crows fly in a red sky, and a narrow path without a pavement runs along with a stream. In the next shot, a boy catches and kisses a girl in Kimono style. Then, a foreman shows up and brings a worker back to earth. A song or rhythm in the opening sequence is a parody of “Akita Ondo,” a regional folk song in Akita prefecture. Also in the dialogues, these men speak with an accent of the Tohoku region, the northeastern portion of Honshu in Japan.

    Labels:

    MOMOYA TV-Ads071-1969-Summer Dishes3



    Time: 30 sec.

    Product Name: EDO-MURASAKI

    Description of Product: EDO-MURASAKI is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar and mirin (rice wine.) It is preservable, and often eaten with Japanese rice.

    Year: 1969

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Television Corporation of Japan

    Although it is one of the Momoya’s TV advertisement series of 1969titled “Summer Dishes,” this piece, a version of EDO-MURASAKI, differs from the other 2 ads in terms of their narratives. Except for the composite of a small animated character in male underclothing Suteteko and belly warmer Haramaki in the very last scene, this TV ad makes use of only live action shots. They consist of a variety of vegetables in kitchen sink, the cooking scene, several summer dishes including a chilled tofu Hiyayakko and cold Somen noodles, and also Japanese wind chime called Furin. The sound of a water steam and a vivid color of fresh vegetables effectively appealsfor those who lost an appetite in a heat of summer.

    Labels:

    MOMOYA TV-Ads070-1969-Summer Dishes2



    Time: 30 sec.

    Product Name: MEMMA

    Description of Product: MEMMA, originated in China, is a sliced bamboo shoot, seasoned with sesame oil, red chili pepper oil, salt and sugar etc. In Japan, it is quite common to eat Memma with Ramen noodles.

    Year: 1969

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Television Corporation of Japan

    This piece is a MEMMA-version of the Momoya’s TV ad “Summer Dishes” series in 1969. The former part is composed of an animation starring a girl in Chinese-style dress called Qipao. After a powerful sound of a Dora gong, the scene changes into a bamboo grove where the girl walks with a donkey-looking creature that pulls a two-wheeled cart filled with bamboo shoots. The following live action sequences showcase a variety of a menu and recipe for the summer dishes, for instance MEMMA itself as a dish eaten with Japanese Sake with ice, cooled Ramen noodles with MEMMA topping and the vegetable and MEMMA stir-fry. In the ending part, an animated cook character appears with a jar on his hands making a joke.

    Labels:

    MOMOYA TV-Ads060-1968-Chinese Legends



    Time: 30 sec.

    Product Name: ZA-SAI

    Description of Product: ZA-SAI, or Zha-cai, is a Chinese pickled vegetable which is often called Sichuan vegetable or Szechwan vegetable in English. It is very popular as a side dish of Chinese cuisine, and also suitable to eat with Chinese rice porridge.

    Year: 1968

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Television Corporation of Japan

    This piece is one of the first 4 pieces of Momoya’s color TV ads, and also a burlesque pastiche of 4 China’s historical characters. The first of them is a mother of a philosopher Moshi, or Mencius, who is famous for an episode of “Mou bo san sen,” literally “Mencius’s mother, three moves.” Introducing Kanshin, or Han Xin, a military commander of the Qin and the Former Han dynasty, the following scene illustrates his well-known story about a crawl between hoodlum’s legs. Then, the scene changes into the huge battleground, and the shot frames the Mongol founder Genghis Khan riding on the horse furiously. Finally, in a Chinese-style room is an old man who is conceived to be Koshi, or Confucius, a philosopher of the Spring and Autumn period, renowned for Confucianism. As for the transition between the parody sequences, it employs a page turn effectfrom left corner.

    Labels:

    MOMOYA TV-Ads056-1968-Saigo Meshimori



    Time: 30 sec.

    Product Name: SHIITAKE-NORI

    Description of Product: SHIITAKE-NORI is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar, mirin (rice wine) and also mixed with shiitake mushroom. It is preservable, and often eaten with Japanese rice.

    Year: 1968

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Television Corporation of Japan

    Description of Title: Saigo Takamori, who lived through the late Edo period and the early Meiji era, is one of the most influential samurai in Japanese history. This title, “Saigo Meshimori,” is a kind of wordplay based on his name; “meshi” means "rice" or "meal," and “mori” means "to serve." Thus, “Meshimori” literally means "to serve rice or meal."

    Set in the times of political and social transition from the Edo to Meiji period, this piece parodies the story of Takamori Saigo who is a Samurai from the Satsuma domain, today’s Kagoshima prefecture, and one of the most important figures in Japanese history. To explain, the background song in the former part of this TV ad is a parody of a war music titled “Tokoton-yare-bushi,” also known as “Miyasan Miyasan.”The part of its lyrics‘Miyasan’refers to the Prince Arisugawa Taruhito who fought with Saigo in the Boshin War. Also, the long shot of Saigo’s stout figure in the closing scene burlesques a famous blond statue located in the Ueno Park in Tokyo, which was created by a Japanese sculptor Koun Takamura.

    Labels:

    MOMOYA TV-Ads054-1968-Bus Conductor



    Time: 30 sec.

    Product Name: NAMETAKE-MURASAKI

    Description of Product: NAMETAKE-MURASAKI is a water-boiled and seasoned mushroom called Enokitake. It is often eaten with rice, and also used as a condiment of Japanese cuisine.

    Year: 1968

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Television Corporation of Japan

    It begins with a long shot of a classic type of a minibus, so-called ‘bonnet bus,’ taking a radical curve in a rough mountain road. In the following scenes, the passengers look out of the window according to guidance by a lady who stands next to a driver. Then, the passengers give her the rhythmic handclaps as she starts singing. Thispiece represents a bus tour with a female bus conductor, which is unique to Japan. It was the late 1920s that the travel agencies or the bus companies in Japan started employing the conductress known for the name of bus guide. During the 1960s and 1970s, in fact, this job had been highly popular among women, as well as a kindergarten teacher, a nurse and a flight attendant.

    Labels:

    MOMOYA TV-Ads045-1967-Norihei




    Time: 30 sec.

    Product Name: SHIITAKE-NORI

    Description of Product: SHIITAKE-NORI is a savory preserve made of seaweed, called “Nori-no-tsukudani” in Japanese. It is made with soy sauce, sugar, mirin (rice wine) and also mixed with shiitake mushroom. It is preservable, and often eaten with Japanese rice.

    Year: 1967

    Advertiser: Momoya Co., Ltd.

    Advertising Agency: YOMIKO Advertising Inc.

    Production Company: Television Corporation of Japan

    Description of Title: Norihei, derived from a real life comedian Mr. Norihei Miki, is an animated character appeared in TV advertisements by Momoya Co., Ltd.

    This piece is a composition of an animation and a hand of a real life actress. At the same time, it is an exceptional version of TV advertisement among the Momoya’s “Norihei Anime” series, as there is no line or voice-over by Mr. Norihei Miki though the animated character Norihei appears in frames. In a stage, he moves in a typical way of Kabuki actor along with the narration by female voice and the traditional Japanese music performed in the background. It parodies a part of the male character named Nippon Daemon at the “Inasegawa no Ba” or “Inase River Monologues” in apopular Kabuki play “Aoto Zoshi Hana no Nishiki-e,” also known as “Shiranami Gonin Otoko.” In the latter half, animated image of Norihei is fiddled by the oversized female hand surrealistically.

    Labels: