MOMOYA TV-Ads010-1962-Mori-no-Ishimatsu

Time: 30 sec.

Product Name: KATSUWO-SHIOKARA

Description of Product: KATSUWO-SHIOKARA, or sometimes it is called "Shuto," consists of chopped meat and salt-fermented viscera of bonito. It is generally eaten with Japanese rice and alcohol such as Japanese Sake, beer and liquor.

Year: 1962

Advertiser: Momoya Co., Ltd.

Advertising Agency: YOMIKO Advertising Inc.

Production Company: Television Corporation of Japan

Description of Title: Mori no Ishimatsu was Kyokaku, or a chivalrous man, who lived in the end of the Edo period as a follower of Shimizu no Jirocho. He is often described as a hero in Kodan, films and TV series.

Set in a road with pine trees on each sides and a snow-crowned Mt. Fuji in the background, the opening scene shows a man with Sando-gasa, a type of traditional Japanese hats woven by bamboo or sedge, on head and a cape on his shoulder coming up. He is a burlesque version of Mori-no-Ishimatsu who is considered to be a Kyokaku, means a righteous person, of the late Edo period and also a follower of Shimizu-no-Jirocho. As well as Kodan, his character is often adapted by film, TV drama and even Anime until today. In this piece, the calm background music is played by Shamisen, enhancing the mood of Rokyoku or Naniwa-bushi, a traditional Japanese narrative singing.