OSU, the apple cider vinegar owned by Mizkan, puts the spotlight on some of Japan's most stylish, older residents.
The energetic and colourful campaign stars 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. 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.
The work was created by Ads Dechaud and Phil Le Brun, and directed by Luc-Yan Picker through Cutters Studios. Bountiful Cow is the media agency.