As a continuation of its corporate advertising campaign, Kuraray will air new versions of the "Mirabakesso" (see Note) TV commercial series on Saturday, December 26, 2009.
Actress Riko Narumi and the intriguing alpaca will appear again in these commercials. By building on the story following the previous "Who is Kuraray?" episode, these new episodes will seek to help viewers understand that Kuraray is a "chemicals manufacturer committed to contributing to the future."
In line with these new commercials, Kuraray has prepared a Web-only special movie, entitled "The True 2nd Episode Uncovered," to allow Internet users to enjoy the view of the world created by the series of TV commercials. To view the special movie, please visit the Company's ad campaign site at http://www.mirabakesso.jp/. (Japanese only)
Note: Derived from the campaign phrase "Mirai ni Bakeru Shinsozai" which can be literally translated as "new materials that transform into the future"
Kuraray Corporate Commercials "Riko and the Child Genius" and "Happily Ever After?" Both episodes run for 15 seconds
December 26, 2009 (Saturday)
Kanto, Kansai, Niigata, Okayama, Kagawa, Ehime (Japan)
Saturday, December 26, 2009 – Sunday, January 31, 2010
Filming took place in Tokyo at the beginning of November. The two new episodes—namely, "Riko and the Child Genius" and "Happily Ever After?"—serve as sequels to the previous "Who is Kuraray?" episode. A must-see in these episodes is Riko Narumi, who shone as an actress and did a wonderful job of acting the scenes. She earnestly portrayed her character Riko's sorrow and devastation after her father was abducted and Material X taken away. Also, in the scene where Riko stands up against the agents, she gave an astonishing performance with expressions of determination.
Nevertheless, the film crew had to be reminded that Riko Narumi is still only a teenager. It has been a while since she last saw Kuraray-Chan. She looked totally comfortable when she was putting her arms around fluffy Kuraray-Chan. After the filming was completed, the film crew gave her a present, a stuffed alpaca, which made her even more exultant.
Like the previous episode, giant Kuraray-Chan appears again in the new episodes. More surprisingly, however, the new episodes feature a super-small Kuraray-Chan. This mini Kuraray-Chan on Riko's palm and shoulder is the cutest thing. With these new episodes, the story of Material X, part of which is actually made up of a real Kuraray product called "PVA Gel," comes to a climax. By viewing a Web-only special movie, which is entitled "The True 2nd Episode Uncovered" and streamed on the Company's ad campaign site, the world created through the series of "Mirabakesso" TV commercials can be enjoyed even more.
Kuraray was established in 1926 in Kurashiki City, Okayama Prefecture as a manufacturer of rayon synthetic fiber. After succeeding in the commercialization of Japan's first PVA fiber, KURALON, based on technologies developed domestically, Kuraray has utilized the technology for poval, the material used in creating KURALON, to evolve into a specialty chemical company boasting the world's largest market share for many highly functional materials developed using the Company's own technology. These materials include: poval film, which is essential for LCDs used in televisions and PCs; EVAL, a resin distinguished by its excellent gas barrier properties; and CLARINO, a type of manmade leather used in school bags and other applications.
The Company currently aims to achieve sustained growth through the expansion of businesses providing solutions to global issues, such as wastewater treatment and reusable energy businesses utilizing the technologies accumulated to date.
This corporate advertising campaign revolving around the television commercials has been conducted to support future growth and boost Kuraray's corporate brand value.
The catchphrase, "Mirai ni Bakeru Shinsozai," was chosen for exactly this reason, which is to show Kuraray's focus on the future progress of both people and the organization. We also tried to create an analogy between the potential of new materials and the potential of youth.