Japanese Girls Go Husky at Ajinomoto Stadium
Ajinomoto Stadium, home of Japanese football teams F.C. Tokyo and Tokyo Verdy 1969, was promoted in 2004/2005 with ‘Husky Girls’, a humorous television commercial designed to appeal to Japanese women.
A young male student arrives in Tokyo, in a Happy Moving Company removal truck. Driving through the streets he is overwhelmed by the beauty of the local girls. When he walks into his first lecture he sits beside a cute-looking young woman. All is looking good for a new friendship until her phone rings. It’s Mika on the line, looking for a seat. As the girls converse the young man is thrown by the depth of their voices. Even the female lecturer sounds like a man.
In the cafeteria the young man hears female students talking in deep voices about the exciting night about to happen. He rushes out, only to be confronted by the deep voices of a female choir singing “Ave Maria”.
The young man rushes through the streets in desperation. Finally he bumps into a young woman, knocking her over. She’s the first woman he’s met with a normal voice.
In bed the young bespectacled woman asks “…why me?”. He explains that it’s her voice. She tells him she doesn’t go to the games.
The spot moves to a scene at Ajinomoto Stadium. Young women lose their voices as they scream in excitement. The tagline: “Scream All You Like!”.
Click on the image below to play the video in YouTube
Credits
Husky Girls was developed at Tokyo advertising agency Dentsu, Tokyo (see Dentsu’s Japanese site) by creative director Yuya Furukawa, copywriter Hiroyo Kanehako, art director Hiroyo Kanehako, account supervisor Eiji Kudo.
Filming was directed by Jun Kawanishi at Dentsu Tec Inc, Tokyo, with producers Maho Tada and Hidetoshi Nakano, directors of photography Keiji Hasegawa and Yasuyuki Okuda.
Editor was Kenji Nishino. Music was provided by Muto Associates.
Advertiser’s Supervisor was Takanobu Nakui.
Post Production was done at Digital Egg.
Awards
Ajinomoto Stadium Husky Girls won several awards in 2005, including a gold at the Asia Pacific Advertising Festival, a Silver Lion at Cannes International Advertising Festival, and a Cresta International Advertising award. Cresta host Husky Girls as a 3.54 mb WMV video.
Stereotyping Issues
Commercial Closet raises concerns about this ad’s stereotyping of women, pointing out that this approach builds on a fear of same-sex attraction or inappropriate gender behavior (transphobia) to heighten the joke.
Ajinomoto Stadium Husky Girls Ad at Google Video
Ajinomoto Stadium Husky Girls Ad at YouTube
Ajinomoto Stadium is located in Chofu, Tokyo, Japan, and is named by Ajinomoto Co., Inc.
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