Kirinya Honmachihonten: the Inspiration Behind the Greatest Udon Noodle Commercial of All Time
Picture this. A family of five sitting around their dining room table after a long day of work and school. The oldest, texting. The father, stoic in demeanor, like Kevin Arnold’s father in The Wonder Years. The mother, probing her youngest about the school day. It’s dimly lit. A slight tapping of the piano can be heard as an incandescent bulb casts an ever-so-slight golden glow over five ceramic bowls of thick white noodles. A voice, smoother than Siri, begins… ‘I don…’ The pregnant pause ends. ‘You don’. A piano begins to crescendo, joined in triumph by a thundering timpani. ‘We don’, ‘Everybody don’. The climax cuts to dead silence as the screen fades to black. ‘Udon’.
That’s my million billion-dollar commercial that I am yet to direct for the entirety of udon (commissioned by the Japanese government) – not even on behalf of one specific brand, restaurant, style, or region. But on behalf of the existence of udon as a noodle. This is also what plays in my twisted brain every single time I sit down for a bowl of udon.
So you can imagine the horror and utter confusion of customers and staff at every single udon joint I ate at in Japan as eyes closed, cuing in imaginary actors and musicians like a deranged maestro, I directed this preposterous commercial. My magnum opus, you ask? Performed at 11:30 AM on the most unexpected of days, a Friday at Kirinya Honmachihonten.
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