No matter what they sell, Japanese companies seem to use all their imagination to advertise. Nissin, which invented instant noodles, is such a company. Nissin's creative ideas are always impressive.

Readers may still remember last year's Nissin "STAY HOT" series, in which the otaku goddess Kanna Hashimoto and the popular "Rurouni Kenshin" star Kensai Sato went into battle to sell instant noodles. In the "STAY HOT Super Cute" series, the little angel Kanna Hashimoto took a bite of Nissin instant noodles, and suddenly began the magical transformation of Balala, a little magic fairy, and transformed into a twin-tailed Sailor Moon with shrimps on her head, instant noodles in her body, and a plastic fork. Lines in the advertisement: "Noodles, so cute!" Shrimp, super cute! Boiling water, super cute! (You should tell me what lovely boiled water looks like...)" It once became a popular imitation target among Japanese netizens.

This series of ads also has an uncle version with exactly the same lines and scenes, starring Tatsuo Umemiya, a veteran actor born in China. The uncle also let himself go in the advertisement... (Click the link below to feel how eye-catching it is)

But today, what we are going to talk about is another popular product of Nissin - the new advertisement of Nissin Instant Curry Rice: Rebirth Series (生まれ変わったカレーメシ Chapter).

This rock-and-roll advertisement has a magical realism style. Five seemingly unrelated men, women and children sit on a sofa in the wilderness, holding instant curry rice and smiling with enigmatic satisfaction. As an oversized kettle with a rock-hardcore style poured hot water into their instant cups, the entire desert was plunged into a dramatic explosion like the movie "Mad Max" - even though they just took a bite of curry rice, they thought these people had taken psychedelic mushrooms.

The advertising line is also very simple: "Damn it!" Screw it! Just use hot water to make it! You stupid humans! No need for a microwave anymore! This kind of curry that can be taken anywhere is Nissin Instant Curry Rice! Curry rice reborn from the ashes! ”(The above translation contains the author’s dramatic use, please consume with caution)

Yes, what this advertisement actually wants to express is: the latest Nissin instant curry rice can be eaten by just adding hot water and stirring, and no longer needs to be heated in a microwave.

Nissin’s instant curry rice, newly released in early September this year, is the third generation in the product line. This instant curry rice launched by Nissin in 2014 initially required consumers to fill it with water and heat it in a microwave before eating it. This extra 3 minutes of heating time must have discouraged many people who did not have a microwave at home or were too lazy to do so. So this year, the third generation of instant curry rice that does not require a microwave was born, with new seafood flavors and a new round product packaging.

You may be curious about the boy in the sportswear, the girl in uniform who looks a little bad, the grandfather with half a tooth missing, and the muscular man with the curry rice sign on his head in the advertisement. In fact, except for the roaring man in a black leather vest in the advertisement (Ken Ohsumi also starred and was the voice of Ultraman), the others were all characters who appeared in the first-generation instant curry rice advertisement in 2014. In 2014, the little boy in sportswear still said with a sad face, "I'm so hungry, I really want to eat something simple and convenient." This year, he was smiling and eating curry rice with a satisfied look on his face. The official Twitter of Nissin Instant Curry Rice also posted a comparison photo of the boy before and after 2 years ago, and he has grown a full 16 centimeters taller. There is a sense of nostalgia in the nonsensical way, which is also quite endearing.

Japanese netizens have always been very fond of this kind of advertisement that continues from the painting style to the characters. As early as two years ago, the advertisement for Nissin's first-generation instant curry rice became a hot topic on the Internet. Japanese netizens who love to try new things went to convenience stores to look for this instant curry rice.

This year’s crazy yet cute ad received a very good response on Twitter. Someone even posted a photo of himself stocking two full cabinets of the third-generation instant curry rice on the day it was released, and proudly said: “I’ve sold out all the school canteens!” ”

After all, advertising is about selling products. If an ad can help a brand sell more products, it has been successful to some extent.

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