Ad Nut
Oct 23, 2017

Nissin invents a fork to quash offensive noodle-slurping noises

"Firstly, we collected an enormous amount of slurping sound data."

Cup-noodle maker Nissin rarely disappoints with its marketing, and a new campaign is no exception.

The video above posits that the slurping sounds people make when eating noodles are a major source of international tension. Then, just when we fear that this form of "harassment" is going to lead to a serious diplomatic incident, technology comes to the rescue—in the form of a remarkably large fork known as 'Otohiko'. Based on the company's analysis of "an enormous amount of slurping sound data", the battery-powered piece of cutlery is able to notice offending slurping sounds when they occur, and then mask them with a "camouflage" sound. 

To achieve this miracle, the company worked with Shinya Kiyokawa, a "genius known for weaving tunes from the sounds of nature".

Before you ask, yes, the company is actually making the forks; it plans to sell 5,000 units for 14,800 yen (about US$130). They're only available in Japan, starting today through 23 November, or when all 5,000 have been spoken for. The project is a promotion, we're told, for the first anniversary of Nissin Food Group's online store.

Ad Nut heartily approves of the tongue-in-cheek infomercial style here, particularly the very serious audio engineer and the way the fork earns joyous laughter and approving nods from people who moments earlier were ready to stab each other in the eye.  

This is now Ad Nut's favourite subtitle ever.
Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.


Related Articles

Just Published

1 day ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

1 day ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

1 day ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

1 day ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.