OSU, the apple cider vinegar owned by Mizkan, celebrates the Japanese zest for life in a campaign starring some of the country’s most stylish, older residents.
The ad spotlights three older Japanese people: Masuda Aiko, who is 95, 92-year-old Okino Tadashi and Hoshi Michiko, 93.
Against an upbeat jazz track, the cast shows off their fashionable outfits and buoyant energy in locations such as a public garden and a suburban street. “You either have it or you don’t,” a voiceover says at the end.
The campaign aims to drive awareness of OSU’s premium product range, including its flavour, which the Great Taste Awards recently awarded a three-star rating – its highest accolade. Bryan Carroll, sales and marketing director at Mizkan Euro, said this is the company’s biggest-ever investment in the apple cider category in the UK.
Apple cider vinegar is often marketed on its health benefits, but the ad positions OSU as a modern, lifestyle brand that embraces its Japanese heritage and culture.
OSU cast the nonagenarians from the Tokyo area and worked with a local stylist and Tokyo-based production company Cutters Studios to select wardrobes and locations that bridged traditional and modern Japanese styles. The soundtrack is an original composition by Foster & Foster Music that was inspired by Japanese jazz.
The campaign will run across social media and video-on-demand on All4.
It was created by Ads Dechaud and Phil Le Brun, and directed by Luc-Yan Picker through Cutters Studios. Bountiful Cow is the media agency.
Dechaud and Le Brun said: “We had the idea of using Japan’s older residents during our pitch last January. Age diversity in the world of fashion has been a trend in recent years, with older models gracing the cover of Vogue, and fashionable grandmothers popping up on Instagram. We love the way this campaign leans in to a fashion world and celebrates older talent.”
Carroll added: “We wanted our first foray into this new medium to be as big and bold as the brand is – and believe that Wonderhood has created a campaign that captures our brand distinctiveness, heritage and personality in a fun and unexpected way. We know how much energy was brought both on- and off-set, from everyone involved in the creation of this, and we can’t wait to see what our UK consumers think of it.”