#sakeru-gumi

[incorrectmilgramquotes]

YOOO GUESS WHAT CAME IN THE MAIL TODAY

the one time commercials actually succeeded at their job

[emrysrhymeswithabyss]

My audience and I are in love with the Nagai Sakeru Gumi man and that's okay

[brainmagazine]

The Story Behind the Cannes Silver Lion-Winning Nagai Sakeru Gummy Commercial

The Cannes Silver Film Lion-winning Nagai (Long) Sakeru Gummy commercial serial tells the story of the romantic comedy between Chi-chan, Tooru-kun, and LOOONG Man. We asked Creative Director Mitsuaki Imura of Hakuhodo about what went on behind the scenes.

The Nagai Sakeru Gummy commercial, as an 11-part serial. Version with English Subtitles here.

――Congratulations on winning Silver in the Film Division at the Cannes Lions.

Thank you so much. I’ve been heading this project ever since the Sakeru Gummy when on sale three years ago (the short Sakeru Gummy). As a gummy candy that you rip apart and then eat, the product has a clear feature that makes it easy to make commercials for, but if the ripping itself is the punchline then it becomes a product with a very narrow target demographic, something that only children will buy. That’s why the Sakeru Gummy commercial is set in a workplace and targeted to adults.

After that came the introduction of the 40 centimeter-long Nagai (long) Sakeru Gummy, and when that was confirmed the CEO of UHA Mikakuto said, “I want to show it as something mainstream, not a niche product.” Again, I thought that to have children in it and make the candy’s length itself the punchline of the commercial would not be right for this project.

An ordinary tagline for the commercial would be “Now there’s a new, LONG Sakeru Gummy,” but if we were to do that, it would look like what was already a niche product was going further into niche territory. Instead of that, we thought of a concept like “Sakeru Gummy vs. LONG Sakeru Gummy” that would command a bolder presence without much need for explanation. From there, we moved into the commercial itself.

――The product itself is is quite unusual, but what did you think when you first saw it?

This is how the UHA Sales team prefaced the product: “Sakeru Gummy is going to introduce a new Long Sakeru Gummy. Anyway, it’s really long. I’ll send you some so take a look.” When the producer and I first saw it, without even thinking about it the first thing out of our mouths was, “It really is long, I mean, it’s so long.” At the meeting, for a while all anyone could say was it’s so long, it’s so long, over and over and over, everyone snickering about it. But humans always react instinctively this way without any particular reason, people tend to like when something is so big or so fast -- and of course, when it’s so long. So that went into the project plan.

――What was the process behind deciding on the final idea for the commercial?

There were four of us on the Sakeru Gummy team: sales, producer, production manager, and myself handling creative. I always told them, “Lay into this, do your worst” when I had them look at the content. “Imura, do you seriously think this is good?” they would say, and we’d remake it, and then in turn when I would go to throw something out they would take my content and tell me it was great, so it was back and forth.

We started working this way around 1999 with the Sensei series of commercials for Fanta. Our client Coca Cola Japan really stressed the advance research, and at the time they did focus group interviews with middle and high school students. I also participated in all of these group interviews, explaining the content of the commercial to them, and they would always say such hurtful things! But I fixed what they pointed out, showed them again, and then through repeated trial and error I finally got to a point where I could sense it was connecting with them. The commercial was a hit.

That’s why even now it’s not about making decisions just within the creative team -- people in other positions or departments will give a more frank and honest opinion. Still though, it hurts when they find fault in the work!

――What traits characterize you as a commercial planner (an occupation particular to the Japanese advertising industry)?

I design a lot of content. I’m indecisive and can’t just take such selective choices. For the Sakeru Gummy series I drew almost 400 content ideas, I went through 7 different presentation directions, and then after discussing with the client, again fleshed out the ideas. That process went on for almost half a year, and when the budget and schedule all came together, it turned into an 11-part series.

――The final punch line is a big surprise. I heard that at Cannes, the jury lauded the commercial, saying that it illustrates perfect diversity, but in reality was that the intention of the work?

In the world of commercials, in general the number one concern is drawing to show a product as different as possible from its competitors, showing a new product as being totally unique with nothing else like it -- so I thought I would take a leap with stressing endings that say “Either one is good” or “Both of them are good.” At the end of the day, whether long or short, a gummy candy is a gummy candy. Candidly speaking, it doesn’t matter which, and it would be fine to have other lengths. Looking at the world in this way, the reality is that even though it might be a miniscule variation, I do feel that it’s common to try to deliberately treat these differences very seriously. With that in mind, changing the commonplace “versus” idea of differentiating products into the inclusive “and” that we see in the last scene was a very natural thing to do.

Translated by Alexander Michaelson

[gelo-p]

One-off parody commercial :^)

[jay-art-blog]

sta.sh/225oeh2hi77v First things first: WOW these gummies are hard to open without scissors, contrary to what they say! They are good, though. I enjoy each individual string more than just eating it like how sinners eat kitkat bars Some birds have those long tails and, ye, this is the result! I put in more effort than I thought I would(my eyes are on fire)! I'm not a big fan of tons of plastic, but I did enjoy the cute/silly things drawn and written on them(I still haven't decided what to write on the blank one)

My drawings are likely going to be all candysan snack related for a while since all of my mental energy is on my classes

Ha haaa, I’m now taking one class, but it’s accelerated Organic Chemistry! This is the most recent one from last month and probably going to be the last for a bit, contrary to what one month ago me said.

[combustiblebuttercream]

I’m trying to think of love triangle stories where the protag leads the other two on they both just get fed up and start dating each other instead and all i can think of is that japanese sakeru gummy commercial

[hakugreenfinch]

[lucianaht]

Something to laugh

Please watch this series of Japanese gum commercials

You won’t regret it I promise

[dirtytanuki]

I watched this once and immediately had a an after the commercials life fic in my head.

[alice-in-candyland]

F&E CHE Naturally Flavored Gummies

I know you’re not supposed to judge a book by its cover, but part of my job as a candy reviewer is going through swathes of colorful packaging and finding what looks the most interesting to viewers, or just fun to review. These immediately caught my eye at the shops with their bright pastels and I knew I had to give them a look-see.

This candy comes to us from our friends at UHA. While their name isn’t immediately recognizable like, say, Meiji, they’re probably best known for being the makers of puccho, a chewy, taffy-like candy that I’ve looked at a few times before. They’re also the manufactures of the unique sakeru gumi, which you’re just going to have to see for yourself. They’re soft and fluffy and fun to eat! These candies are a little different. They’re naturally flavored, tear-drop shaped gummies made with 55% domestic fruit juice, and come in three flavors: White peach, orange, and grape!

Unfortunately, these are a bit of a rare find! I picked them up at my local Japanese marketplace, but I’m hard-pressed to find them on the internet. Still, I’m very excited to share these with you, and I hope you’ll be able to find them in your area. Keep your eyes peeled! In the meantime, let’s get to the fun part, and discuss how they taste!

Spoiler alert, here’s a reoccurring theme for these guys: They smell amazing.

I cannot stress to you how good these smell. Our first flavor, peach, is reminiscent of a farmers market with its ambrosial bouquet. Am I being dramatic? Maybe just a bit, but it’s still pretty delectable. On a personal note, these remind me of a peach soda I was able to try at the Ohio state fair last year; Fresh and sweet, and almost effervescent. The taste reflects this pretty well. The texture of the gummy is nice and chewy with a little bit of give to it, like a soft rubber ball, and it compliments the flavor nicely. They’re quite sweet, with a tangy aftertaste, and the sugar coating they have gives them a bit of a crunch. They might be a little sweet for some, but they’re really enjoyable!

The orange flavor was probably my favorite of the bunch, which was pretty surprising to me, as someone who doesn’t particularly enjoy oranges as a fruit. My expectations for these weren’t exactly stellar, as these immediately smelled a bit more artificial than the peach flavor, but it could just be how sweet the aroma was. Oranges smell sweet, sure, but this was closer to, say, orange concentrate. In addition, this candy seemed to have a thicker layer of sugar crystals, but that probably had more to do with packaging or how these were stored, rather than being an intentional choice on the part of the candy makers. In terms of flavor, these start really sour but fade into a much sweeter taste, finishing nice and tart. The whole foods near my hometown had a machine that you could buy fresh oranges for, and then process into a fresh bottle of orange juice. This is very similar, but a touch sweeter. It has the most interesting flavor profile so far, and I found myself munching on these the most between photos.

To me, the grape flavor has the most interesting flavor of the bunch. First and foremost, while I and my room mates were giving the bags a good whiff upon opening them, it was hardly needed for these. Their strong, almost wine-like scent was detectable from a few feet away, and their flavor was reflective of this, tasting very much like sparkling grape juice: A little sour, almost bitter, but finished off sweet, almost to an unnatural extent, as the aftertaste was more reminiscent of a grape than the actual candy. Edible, but somewhat offputting. I’m willing to chalk this up to these being the last flavor we sampled or just my usual distaste for candy on the sour side. They’re not bad, though, as I willingly at a couple, they’re just a bit different from the other two flavors.

I’m almost disappointed that I can’t find these from an online retailer, because these are really, really good. My search is probably limited to English results, however, as I am by no means experienced with reading or writing Japanese. If you can find these anywhere, please let me know, and I’ll update this post with a link.

If you’re craving something else, my sponsors at Candysan can hook you up! Don’t forget to enter the promo code 111409207 during registration or at checkout to get 5% off your order!

That’s all for this week’s review. Hope to see you next week ヾ(･ω･｡)ｼ

Last week’s review: Kumamon Kumamoto Assort

[nouveau-riche-princess]

L to R: Black Thunder, (behind) Black Thunder Kinako, Squid Udon Pringles, Oreo CRISPY Lemon meringue flavor, Shigekix Cola and Lemon, (front) Black Thunder BIG, Sakeru Gumi Strawberry.

[pogobeta]

A throwaway joke: A ‘C’ Team parody of the Sakeru Gumi commercials that are making the rounds.

[secretdelusionmiracle]

This reminds me of Sakeru Gumi

watch until the very end

[spreadshotnews]

SpreadShotNews Podcast 293: Criticando el universo

¡Ni la apreciación de todo lo conocido podrá detenernos!¡Porque es martes y SpreadShotNewsPodcast ya llegó!

En este episodio:

Maxi pone punto final (por ahora) a las aventuras en Monster Hunter World, y se despacha con lo prometido la semana pasada: Suikoden II. Nico por su parte nos cuenta que onda Into the Breach y Sea of Thieves.

En el Rapid Fire (edicion estandard) hablamos sobre Warner Brothers, Square Enix, Acitivision y tangencialmente sobre la Nintendo Switch.

Para la Main Quest, volvemos al formulario de preguntas para rescatar una pregunta de Maxi Rearte Fava sobre nuestro consumo informativo para con los videojuegos.

Finalizando, como todas las semanas el Special Move, con las siguientes recomendaciones:

-A pesar de haberla recomendado hace un mes, hoy Maxi nos re-recomienda la recientemente estrenada Mazinger Z: Infinity, sobre todo porque, segun cuentan las malas lenguas, estaria solo 1 semana en cartel. APURENSEN!

-Nico por su parte, se despacha con Japon puro y duro: Long Long Man (Sakeru Gumi), y un monton de gifs de Tokusatsu.

Por ultimo, recuerden que ahora nos pueden escribir preguntas directamente a traves de google forms en el siguiente link: https://goo.gl/forms/sLLtI29yk2Qw2zFB2

[funnynewsheadlines]

These Japanese Gummy Ads Are Better Than Whatever's in Your Netflix Queue

Check out the Japanese Sakeru Gumi ads in this funny Smosh article!

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[yankumi19]

.Mikan.