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.