STAY HOT. CUTE

TitleSTAY HOT. CUTE
ClientNISSIN FOODS HOLDINGS CO.
Product / ServiceCUP NOODLES
CategoryA01. Food
EntrantSODA! COMMUNICATIONS Tokyo, JAPAN
Entrant Company SODA! COMMUNICATIONS Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company SODA! COMMUNICATIONS Tokyo, JAPAN

Brief Explanation

The copy for this year’s Nissin Cup Noodles campaigns is ‘STAY HOT. So good, be free!’, which expresses the message, ‘Don’t be shy. You can express your passions fully’. In this ad, the ‘Cute version’ of the campaign, a Japanese high school girl expresses her feelings after eating Cup Noodles. Japanese high school girls often express their love for anything they like with the word ‘kawaii’, meaning cute. In this story, the high school girl eats Cup Noodles to transform into a cute character. After that we tried the same experiment with the old man, a totally opposite character to the high school girl, to see what happens to him. He eats Cup Noodles and the same transformation also happens. We made the spot for audience to enjoy the contrast in the expressions between the two different characters.

Credits

Name Company Position
Ichiro Kinoshita Dentsu Inc. Executive Creative Director
Kazunori Saito Dentsu Inc. Executive Creative Director
Yusuke Sato Dentsu Inc. Creative Director/CM planner/Copywriter
Masaru Seo Dentsu Inc. Art Director/CM planner
Maiha Sato Dentsu Inc. Copywriter/CM planner
Tatsuro Usui Dentsu Inc. Art Director/CM planner
Koichi Iguchi Sour Sox Film Director
Shigeki Akiyama Camel Clutch Co., Ltd. Director of photography
Kosuke Sakurai Freelance Lighting Designer
Takuto Omameuda Soda! Communications Inc. Production Producer
Yoshihisa Sawada Soda! Communications Inc. Production Producer
Fuko Soeda Soda! Communications Inc. Production Manager
Naoyuki Hashimoto magenta wall design inc.TOKYO Art Designer
Yoshihiko Sakai Stripe Art Department
Katsuya Yamada aiin Co., Ltd. Sound Production Producer
Kouji Kasamatsu Digital Circus Sound Effect
Tsuyoshi Sakado Freelance Sound Mixer
Yoshifumi Sadahara Mark Inc. CG Producer
Takayuki Kamijo Freelance Offline Editor
Akio Sakamaki jitto Inc. Online Editor