Cup Noodle's 'Hungry Days' Campaign's Final Hero is You
posted on by Lynzee Loveridge
The Cup Noodle's "Hungry Days" campaign has always been about tapping into a specific youthful feeling. The ads have focused on courage when Kiki (from Studio Ghibli's Kiki's Delivery Service) finally confesses to Tombo, Heidi's conflicted heart when she compares herself to the seemingly perfect Klara, and Masuo's determination to win over Sazae.
In the campaigns final ad, the animation style returns to the original teaser, showing each of the previous ads' characters. It then ends on idea that youth and the word "aoharu" (blue spring) are tied together. Youth is "blue," warm, and hungry and the experiences tied to youth are the viewers' own and Cup Noodle wants to support these 'hungry days'.
The previous ads all used the theme song "Kinen Satsuei" (Commemorative Photo) by BUMP OF CHICKEN, but the latest ad replaces it with Aerosmith's "I Don't Wanna Miss a Thing." The Academy Award nominated song was originally produced for the film Armageddon starring lead singer Steven Tyler's daughter, Liv Tyler, in 1998.
The "Hungry Days" campaign brought together classic anime works with character redesigns by manga artist Eisaku Kubonouchi (Chocolat, Cherry). The advertisement campaign had three exhibition showings last year where exclusive merchandise was sold. Two of the exhibitions were in Japan while another was in Taiwan.