Best of Yellow Hat

There is no way to explain the campy, hallucinagenic brilliance of the tv cms of Yellow Hat, a tire outlet chain. They constitute a musical and artistic genre all their own, and just have to be seen to be understood (maybe?).


Kyary Pamyu Pamyu & ALOOK NEON cm

File this under “still way behind schedule on Kyary blogging.”

Miru mirareru (See. Be seen.)

This is the ALOOK NEON glasses cm from about three months ago. The hair curls read “Cool” (or so some commentators surmise) and the song, which has not yet been featured on this humble blog, is “Slow Mo.” It’s an interesting song with a new kind of sound and will need more focussed attention from our Kyary department at some date in the near future.

And yes, of course we would be remiss if we did not include the obligatory bonus “the making of” sequence!

Hello. I’m Kyary Pamyu Pamyu, just finished with a new cm for ALOOK. The theme this time is this “ootoku-chuuru” [haute couture] creation made just for me out of 700 pairs of glasses. It’s the only costume of its kind made in the world. You can probably see for yourself but it was made, one by one, with real glasses. It took over one month to make. And the glasses that I wear in the cm are these, ALOOK NEON. These are stylish neon colored glasses to wear this winter. Please be sure to check them out at an ALOOK outlet! This has been Kyary Pamyu Pamyu. Bye bye!

To modify an Audrey Hepburn word introduced to me by blogger Amb, Kyary’s dress is . . . spectaculaclar. Spectacle-acular? Spectacular-ectacle?

How about Spectacu-electracle?

Christmas Eve & Tatsuro Yamashita & and the Classic Japan Railway CMs

The unforgettable 1983 Christmas classic.

This song also became the theme for the bullet train “Christmas Express” commercials (1998-1992), one of the most romantic CM campaigns ever, compiled here:

This is the English version of the song. A bit lost in translation, but it’s still good:

Addendum: I just noticed a detail in the first JR CM. You can see the breath/steam of the boyfriend hiding behind the station platform pillar at 0:18-0:19, before he appears to surprise his girlfriend. Nice touch!

Kyary Pamyu Pamyu & Mottai Night Land Redux & AU CM

Kyary always comes around in crushing waves of activity. When she flips into high gear it’s hard to keep up. So, let’s see, we’ve recently been compelled to cover her toothpaste incarnation and her inspired new video. Here, Kyary uses the same Mottainai song in an AU promo.

I’m getting a kind of Studio Ghibli hit with the ghostly entities. Those, and Kyary’s pointy teeth, are just in time for Halloween. Although it’s hard for Kyary to top Fashion Monster for the Halloween ambience.

Script transcription/translation
Stylist: Kyary-chan, you got on Smart Value, right?
[“chan” is an endearing diminuitive suffix],
Kyary: Hunh? What the h*ll is that?
Ghostly entities appear with the letter “Mo.”
Entities: Mo? Mo? Mo? Mo? Mottainai! (Wasteful)
[Kyary Screams]
Stage crew member (knocking on door): Kyary-chan? . . . It’s no good.
Handler: She won’t come out.
Director: Kyary-chan? [Opens door]
[Kyary sings the first lines of “Mottai Night Land”]
Voiceover (reads campaign slogan): Such a waste when people don’t know about it.
Director: She’s possessed.

And don’t forget it’s Day Three for Nightskyradio’s Rocktober Halloween Countdown!

The Russian Duo Makes a Comeback

t.A.T.u. makes a comeback on a Snickers CM.

The duo is knocked over and stomp back to the bench in a huff. Teammates approach and say, “Hey, the game isn’t over yet.” “Change your attitude.” They throw their mitts away in outrage and vent in Russian. The third teammate says, “Being hungry makes them selfish. How about a Snickers?” t.A.T.u. chomps down on the Snikcers bars then transforms back into two compliant baseball boys. Later, t.A.T.u. is batting and the teammate says, “Wha-!? Now the batter, too?!”

A press release for the CM?

Now we have press releases and “the making of” documentaries for frickin’ tv commercials?!? Is this the end of civilization, or what?

Kyary Pamyu Pamyu Toothpaste CM & Plus Bonus Behind the Scenes Footage!!!!

I kyan never forget that the vast majority of my hits are for Kyary-related posts. Hence, the new Ora2 toothpaste CM must be covered, or I totally lose my standing within the Kyary kyomyunity.

This CM kyampaign is going to be broadcast across East Asia, with Kyary serving as “Ora2 HAMiGAKi Ambassador” (“hamigaki” = toothbrush or toothpaste). Hmmm. As you may or may not know, Kyary has a semi-official role as “Kawaii Harajuku Ambassador” (granted by the mayor of Shibuya ward in Tokyo last year). So, the “Ambassador” title here is clearly being taken out of context and used to promote blatant commercial interests (literally “commercial interests”! Ha ha!). Should we take this as an ironic wink, or a gross kyonflict of interest? But perhaps it’s better not to look too deeply into such things.

Language notes: The CM uses Kyary’s song “Sungoi Aura” (set to accompany her new single that will be released early next month), playing on the name of the toothbrush: “Ora2” (Aura: Ora). The new self-designation “Kyary Hamyu Gakyu”–which appears prominently in transluscent psychedelic toothpasty pastels–is a play on “hamigaki” (again: toothpaste or toothbrush). Is this kyaracteristically inspired Kyaryan wordplay? Or really lame shark jumping with the Kyaryan puns? I kyan’t decide, but for perspective imagine Katy Perry appearing in a toothpaste campaign with the name “Kateeth Pastey.” Would that be clever, or cringe-worthy?

But, wait, this is not all! There is also the making of Kyary’s toothpaste CM!!!!!!

I’m going to have to come down on the side of thumbs up for this project. This is a fairly well-conceived and well-executed Kyaryan fantasy. However, I think Kyary herself could actually have been spruced up a bit more to blend in more with the shiny, antiseptic pastels of toothpaste world. Her teeth aren’t sparkly enough and the colors of her get-up seem maybe half a shade too muted, don’t they? One should really pull out more stops where Kyary is concerned.

Another Kyary Norikaeru CM

Nobody asked me to become a Kyary Pamyu Pamyu blogger, so I have no head to beat on the table but my own. But business is business. Another au cm that has come out, and by Gosh, it’s my job to cover it.

The basis is Kyary’s song Noriko and Norio. The girl frog (Noriko) and the boy frog (Norio) are riding various conveyances (norimono) with Kyary. The commercial is replete with visual and linguistic puns on “nori” (ride), “kaeru” (frog), and “norikaeru” (transfer) as a way of promoting transferring your cell phone service to au. It also features a well known trio of comediennes.

Kyary CMs: The Ones That Got Away

How did I miss this one in my comprehensive G.U. review two months back? Here is Alien Kyary acting out next to the famous “Merlion” in Singapore with the song “Invader, Invader.”

And here is an artful G.U. cm from last fall with “Fashion Monster.” It’s a worrisome sign of Kyaryan influence that I’m bothered about these clothes being out of season. And yeah, Kyary with her bat do still conquers my heart.

And here are extended versions of the Suzuki Wagon cm with the song “Kimi ni 100 Percent.”

Ad for new album Nanda Collection.