Title | STAY HOT. CUTE |
Brand | NISSIN FOODS HOLDINGS CO. |
Product / Service | CUP NOODLES |
Category | A01. Direction |
Entrant | SODA! COMMUNICATIONS Tokyo, JAPAN |
Entrant Company | SODA! COMMUNICATIONS Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
Production Company | SODA! COMMUNICATIONS Tokyo, JAPAN |
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 |
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.