Developed by Hakuhodo, the campaign aims to underline the convenience of Cup Noodles among consumers aged 15 to 25.
The spot was directed by action star Stephen Chow's team which also worked on Kung Fu Hustle. It will break next month, featuring three of the film's actors camping outdoors and playing a game of hide-and-seek. In the spot, while two of the stars hide, the third quickly finds his friends, led by the distinct aroma of Cup Noodles.
Twiggy Poon, GM of sales and marketing at parent company Nissin Foods, said: "The main theme of the message is that you can have Cup Noodles anywhere, anytime. It's the convenience factor that we wanted to focus on."
Hakuhodo account head Edward Ho added that a four-week sales promotion would offer consumers camping-related gear.
Cup Noodle spot co-opts Kung Fu Hustle film stars
Cup Noodles has roped in the stars of the hit film Kung Fu Hustle for a TV and promotions campaign.