Animation brings cultural metaphors to life in the Kabuto way in new ad from the upmarket instant noodle brand
Kabuto Noodles brings cultural metaphors to life with its new advertising campaign playing on TV screen across the UK.
Marking continued investment in the upmarket instant noodle brand’s above-the-line marketing.
Designed by advertising agency Digit, the TV adverts animation style aims to put the products and authenticity of Kabuto Noodles on centre stage. Working directly with the brand Digit unearthed ‘The Kabuto Way’, defining and distinguishing the brand from its competitors.
Kabuto founder, Crispin Busk, commented: “Now we’re in our third year, it was really important for us to illustrate the brand identity through the ad creative, embrace the authenticity of the noodles and create something that would resonate with everyone…it made sense for us to invest further in marketing and really get the brand noticed. We love the ad, the illustrations are beautiful and the message is distinctly Kabuto,”
Henry Brook, Digit executive creative director, added: “Kabuto by its name and nature has a distinctly Asian feel. We wanted this to be subtly expressed somehow but not forced. We came up with the idea of a riddle to tell the story of the “Kabuto Way”, their raison d’etre. The riddle just translated really well into the illustration style, we wanted the image to represent the two sides of the story.”
The ad will run nationwide on Comedy Central and MTV.