Matthew Miller
Apr 4, 2014

Pepsi pits folklore underdogs against big red rival in Japan

JAPAN - Revelling in its challenger status, Pepsi has launched a series of TVCs in Japan that will see a folklore hero called Momotaro ('Peach boy') and his band of underdog heroes (one of whom is actually called 'Dog') doing battle against giant red ogres.

wide player in 16:9 format. Used on article page for Campaign.

The first instalment in the series, by creative agency Tugboat, appears above. The series will continue throughout the year, with the next episode slated for May.

Momotaro symbolizes “challenge”, according to the agency, which helpfully points out (in case the symbolism is not blindingly obvious) that the big bad red demons represent "the rival Pepsi has always been battling with".  

The campaign, for Pepsi's Nex Zero variant, also includes print, OOH and a website.

CREDITS

Client: Suntory Holdings Limited
Product: Pepsi Zero
Title: “The peach boy” Episode Zero
Duration: 90 sec 
Creative Agency: Tugboat

Creative Director: Yasumichi Oka, Shin Takaue
Copy writer/Creative Director: Taku Tada
Art Director: Seijo Kawaguchi
Director: Koichi Iguchi
DOP: Darren Lew
Producer: Masakatsu Kasai, Sunao Nonaka
Production company: Tohokushinsha Film Corporation
Other agency(s): Yomiko Advertising

 

Related Articles

Just Published

1 day ago

Campaign Crash Course: What exactly is diversity?

The industry talks about diversity a lot, but do we understand the true definition of diversity, the difference between inherent and acquired? Find out, and test your knowledge with a quiz.

1 day ago

40 Under 40 2020 opens for entries

Calling all rising stars and those destined to make a big mark in APAC's marketing, media and advertising arena: Nominations are now open for our eighth-annual list of standouts who are 39 or under.

1 day ago

Agency launches internship for 55+ cohort

Thinkerbell's Thrive@55 internship seeks to offer an entry point for members of a "massively underrepresented" age group.

1 day ago

Hugh Jackman transitions from villain to hero in ...

If you think the actor is a nice guy in real life, well, you’re wrong.