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.

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.

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.

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.

MOMOYA TV-Ads160-1981-Landlord

Time: 30 sec.

Product Name: DASHI

Description of Product: DASHI is a broth or a soup stock which is indispensable for Japanese cuisine. It is commonly made by boiling kelp, dried bonito and dried baby sardines etc.

Year: 1981

Advertiser: Momoya Co., Ltd.

Advertising Agency: YOMIKO Advertising Inc.

Production Company: Cinq Co., Ltd.