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.