湖池屋 | スゴーンなダンス | 2017
That Legend Returns After 29 Years / Koikeya "Sugo-n na Dance"
Do you remember that ballroom dance commercial Masahiko Sato made back in 1988? With its catchy jingle, it was a legendary ad that swept through the era on rhythm and nonsense. Now, 29 years later in 2017, Koikeya launched an upgraded snack called "Sugo-n," and that very commercial came back to life in the 21st century, done up with EDM music and lightning-fast footwork dancing.
The problem
Koikeya began rebranding itself as a new company in 2016, taking an aggressive stance with its flagship "Pride Potato" and other products. Then in 2017, the company took its 30-year-old snack "Scorn" and upgraded it by focusing on better ingredients, releasing it as "Sugo-n." To mark the launch of this new product, they decided to bring that legendary commercial song into the present day.
The idea
They reworked the melody from the 1988 ballroom dance commercial in an EDM (electronic dance music) style. Dancers from the Guro people of Ivory Coast, wearing masks shaped like shrimp and chicken, performed the traditional West African "Zaouli dance," showing off footwork so fast it was almost too quick to follow. At the end of the 15-second version, a cheerful man (Mr. Konkonkon) shouts "Sugo-n!", while the 30-second version features a fun back-and-forth exchange. Filming took place in a Zulu village in South Africa, and many local villagers appeared in the ad after being cast through an audition there.
Afterthought
The idea of "that legendary commercial, revived in the 21st century through energy, rhythm, and nonsense" really hits the mark. For those who remember the original, it brings a wave of nostalgia along with the surprise of "no way, they went there!" while for young people seeing it for the first time, it's just plain striking. Koikeya has really been on a roll since its rebranding. By the way, back then the "Sugo-n" website also became a talking point for being a rough, hand-drawn site with a note basically saying "we poured so much effort into developing the product that we had no time left for the website." That too feels very Koikeya, full of playful spirit.
