AWARDS :

FINALIST

SUB CATEGORY :

SAVORY FOODS & SEASONING

COMPANY ENTERING :

SODA!COMMUNICATIONS INC., TOKYO

ENTRY TITLE :

STAY HOT. DELICIOUS

BRAND :

CUP NOODLES

ADVERTISER :

NISSIN FOODS HOLDINGS CO., LTD.

AGENCY :

DENTSU INC., TOKYO

EXECUTIVE CREATIVE DIRECTOR :

ICHIRO KINOSHITA/KAZUNORI SAITO

CREATIVE DIRECTOR :

YUSUKE SATO

COPYWRITER :

YUSUKE SATO/MAIHA SATO

ART DIRECTOR :

MASARU SEO/TATSURO USUI

ACCOUNT EXECUTIVE :

YUICHIRO SHIMADA/SOICHI KAWAKAMI/HIROAKI DEHARI/HISAKO YOSHIDA

COMMUNICATION PLANNER :

RYOICHI NAKANO

AGENCY PRODUCER :

TAKAFUMI ARIMITSU

FILM PRODUCTION COMPANY :

SODA! COMMUNICATIONS INC., TOKYO

DIRECTOR :

KOICHI IGUCHI

CINEMATOGRAPHER :

SHIGEKI AKIYAMA

GAFFER :

KOSUKE SAKURAI

FILM PRODUCER :

TAKUTO OMAMEUDA/YOSHIHISA SAWADA

PRODUCTION MANAGER :

FUKO SOEDA/TOSHIYA YAMAGISHI

PRODUCTION DESIGNER :

KAZUTOMO YAMAMURA

ART DEPARTMENT :

YOSHIHIKO SAKAI

POST-PRODUCTION COMPANY :

JITTO INC., TOKYO

EDITOR :

AKIO SAKAMAKI

OFFLINE EDITOR :

TAKAYUKI KAMIJO

COLORIST :

YUJI ITO/AKIO SAKAMAKI

POST PRODUCER :

SHINJI TSUCHIYA

SOUND MIXER :

TSUYOSHI SAKADO

SPECIAL EFFECTS COMPANY :

MARK INC., TOKYO

ANIMATOR :

SOHEI SAITO

SPECIAL EFFECTS PRODUCER :

YOSHIFUMI SADAHARA/TATSUYA FURUHATA

SOUND PRODUCTION COMPANY :

SONG ZU, SYDNEY

SOUND DESIGNER :

GLENN CUNNINGHAM

SOUND STUDIO PRODUCER :

KATRINA AQUILIA

MUSIC COMPOSER :

GLENN CUNNINGHAM

MUSIC ARRANGER :

GLENN CUNNINGHAM

ENGLISH SYNOPSIS :

THE COPY FOR THIS YEAR’S NISSIN CUP NOODLES CAMPAIGNS IS “STAY HOT – SO GOOD, BE FREE”, WHICH GIVES THE MESSAGE ‘DON’T HESITATE. FOLLOW YOUR PASSION, AND YOU CAN DO WHATEVER YOU LIKE. STAYING COOL IS NOT GOOD ENOUGH.’ THE THEME OF THIS COMMERCIAL IS ‘GOURMET REACTION’. OUR HERO’S REACTIONS AFTER TASTING CUP NOODLE ARE EXPRESSED IN DIFFERENT, COMPLETELY ABSURD, WAYS.

ENGLISH CONTEXT EXPLANATION :

THIS AD HAS THE HIGHEST NUMBER OF SCENES AND EDITS IN CUP NOODLES TV COMMERCIAL HISTORY. THE ACTOR SATO TAKERU WAS DIRECTED TO ACT THE ABSURD ROLES AS PASSIONATELY AS POSSIBLE, PLAYING A SEQUENCE OF OUTRAGEOUS CHARACTERS, FROM A SQUADRON HERO AND A HORSE, TO DICED MEAT (THE TOPPING FOR THE PRODUCT). THOUGH WE ACHIEVED MUCH IN POST-PRODUCTION, INCLUDING CG COMPOSITING, WE INTENDED TO CAPTURE AS MUCH ‘IN CAMERA’ AS POSSIBLE. FOR THE ‘SEA OF THE NOODLES’ SCENE, WE USED OVER 20 KG OF ACTUAL NOODLES FOR THE SHOOT. THE WIREWORK SCENES WERE DEVELOPED WITH CAREFUL, DETAILED PLANNING.