Q P Corporation Radio CUCUMBERS by Daiko Tokyo

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Industry Pre-Cooked Meals & Frozen Food
Media Radio
Market Japan
Agency Daiko Tokyo
Director Keiko Susuki
Account Supervisor Seiichi Hiramoto
Released April 2005

Credits & Description

Advertising Agency: DAIKO ADVERTISING, JAPAN, Tokyo
Creative Director: Keiko Susuki
Scriptwriter: Keiko Susuki
Account Supervisor: Seiichi Hiramoto
Director: Keiko Susuki
Sound Engineer: Takashi Tachibana/Masayoshi Shimano/Masaki Takamura

Script in English

MVO: When Lucas, the elephant, a member of a touring circus, stopped moving from old age,
Everybody cried their hearts out, and the town was almost flooded with people’s tears.

FVO: The earth is said to be a water planet. About 70% of its surface is covered by ocean. And about 70% of people’s body is water. Water is essential to life on this planet.

MVO: The tears eventually flowed into rivers and oceans, and after playing with fish, rose to the sky and turned into clouds that resembled cotton candy. They then flew to the north pole, south pole, above the equator…freely all over the world.

FVO: About 70% of our bodies are water, which is an average figure for a person’s lifetime.
About 90% of babies whose life has just been created inside the womb, is water. After they are born, this figure decreases.

MVO: After the tears that turned into clouds traveled around the world, they suddenly realized that they were alone on earth, and began crying. The tears turned into blessed rain, and fell over cucumber fields to grow into juicy cucumbers.

FVO: Cucumber is a vegetable that quenches people’s thirst. Just like embryos, cucumber is a vegetable, 90% of which is water. Cucumbers, while replenishing water to our bodies, also work to discharge water from our bodies.

MVO: Cucumbers grow on this planet where water flows round and round, and…

FVO: The water from cucumbers moves inside our bodies, round and round. And…

Together: Today, like always, a cucumber is providing water for someone. “A wonderful vegetable life.” Kewpie Mayonnaise.

Script in Orginal Language

Brief Explanation

What makes a vegetable delicious, besides mayonnaise, is a story that each vegetable has. We used a style of re-mixing two stories with two music pieces to dramatically illustrate a heart-rendering encounter between vegetable and people. The targets are young urbanites who do not eat vegetables very regularly. By conveying how wonderful it is to encounter a certain vegetable, this radio CM encourages listeners to feel like wanting to eat vegetables with affection.