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.