In a continuation of its corporate advertising campaign, Kuraray will air the newest episode in the "Mirabakesso"(*) TV commercial series on Saturday, August 18, 2012.
"Chikyu Kai Kai," the magical keyword the new Mirabakesso episode is based on, is an abbreviation of the new Japanese catchphrase of the Mirabakesso campaign: Chikyu Mondai no Kaiketsu ni Idomu Kaisha (a company that takes on the challenge of solving global problems). This concept expresses Kuraray's intention to use its pioneering chemical technologies to address such planetary issues as global warming and limited natural resources.
The latest Mirabakesso commercial introduces a mysterious new character that repeats the keyword, Chikyu Kai Kai. Together with Kuraray-Chan and Riko Narumi., this commercial conveys Kuraray's unique worldview.
Kuraray Corporate Commercial "Mirabakesso Chikyu Kai Kai" episode running as 15- and 30- second spots
August 18, 2012 (Saturday)
The alpaca Kuraray-Chan and Riko Narumi are standing in a room facing each other. Riko asks Kuraray-Chan: "You are in fact…?" Suddenly, she is interrupted by the opening of the closet door, which reveals a mysterious being. Appearing somewhat similar to Kuraray-Chan, the mysterious being answers, "Kuraray is Chikyu Kai Kai!," to the surprise of both Riko and Kuraray-Chan. What is the true identity of this new character, who continues to repeat "Chikyu Kai Kai!"
In fact, the new character has not yet been named. Please visit the Kuraray website to submit your ideas regarding a name for the new character. The naming campaign will run from Saturday, August 25, 2012 through Friday, September 21, 2012.
http://www.kuraray.co.jp/ (Japanese only)
"Gaia no Yoake" (Dawn of Gaia) (documentary program on economic subjects, broadcast in affiliation with TV Tokyo Corporation from 10:00 p.m. to 10:54 p.m. every Tuesday)
Kanto, Kansai, Niigata, Okayama, Kagawa, Ehime, Nagoya, Fukui (Japan)
Saturday, August 18, 2012-Friday, September 7, 2012(*)
The commercial was shot at a studio in Tokyo in mid July. The set was designed to look like a room in a real home, creating a sense of anticipation among the staff. The real name of the alpaca featured in this commercial is Milky-Chan, a female alpaca and the sixth to play Kuraray-Chan. In a surprise event, Milky's birth was broadcast on a Japanese television show, making her a star from the very beginning. The latest commercial introduces a new character as well as the new and unique campaign keyword: Chikyu Kai Kai (a company that takes on the challenge of solving global problems). A sophisticated robot was created for the shoot. This robot has the ability to move dexterously, with subtle movements that gives it the appearance of being an actual living thing. Reinforcing this impression, Riko Narumi's realistic performance commanded everyone's attention. Riko's reaction when the new character appears is a must-see. Doing the "Kai Kai pose," Riko acts in a very expressive and comical manner. We hope you enjoy this commercial, which features the performances of Riko and her friends.
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 become a company that currently boasts 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; CLARINO, a type of manmade leather used in school bags and other applications; and SEPTON, an advanced hydrogenated styrene-type thermoplastic elastomer with an elasticity similar to rubber.
In line with its corporate culture of "contributing to the world and individual well-being through actions that others are unable to produce," the Kuraray Group works to "contribute to the solution of issues threatening our planet and living things with pioneering technology" while aiming to realize sustainable growth as a "specialty chemical company with a global presence."
This corporate advertising campaign revolving around the television commercials has been conducted to support future growth and boost Kuraray's corporate brand value.
In addition to Mirabakesso ("Mirai ni Bakeru Shinsozai" or in English, "new materials that transform into the future"), Kuraray has established the new catchphrase: "Chikyu Mondai no Kaiketsu ni Idomu Kaisha" (a company that takes on the challenge of solving global problems). This catchphrase expresses the Kuraray Group's intention to provide effective solutions through pioneering technology for such current planetary problems as global warming, limited natural resources, water and food shortages, and environmental pollution.
Kuraray will continue to take on the challenge of creating new solutions in the water/environment, energy and optical/electronics fields.
|Headquarters||1-1-3, Otemachi, Chiyoda-ku, Tokyo, Japan|
|Principal businesses||Manufacture and sale of resins, chemicals, fibers and other items|
|Capital||¥89.0 billion (as of March 31, 2012)|
|Consolidated number of employees||6,776 (as of March 31, 2012)|
|Consolidated net sales||¥369.0 billion (fiscal year ended March 31, 2012)|
|Consolidated operating income||¥54.7 billion (fiscal year ended March 31, 2012)|