McDonald’s has released a cute new anime-inspired ad in Japan that contains an unexpected connection to none other than Studio Ghibli.
In Japan, McDonald’s occasionally references some of the best anime, with ads using the medium’s comfortable aesthetic to encourage consumers. The latest one is certainly one of the chain’s smartest productions.
The video, illustrated by Futatsumori Aya, shows a number of scenes in which people eating McDonald’s food move closer to each other, with a hand literally pushing through each pattern as if you were filming someone on their phone.
It’s an eye-catching mechanic, and one particular scene should be more recognizable to Ghibli fans.
The fifth scene, encountered just after seeing two friends on a hill enjoying hamburgers together, invokes The Tale of the Bamboo Cutter, where an old bamboo picker finds a mythical young girl on a shoot.
The legend, which dates back more than a millennium, inspired the animated film The Tale of the Princess Kaguya.
McDonald’s version is quite different from Isao Takahata’s, as it takes a more direct approach to the scene. Also, what looks like a cheeseburger in a princess’s hand – I’m not sure this was ever mentioned in any version of the myth.
It’s still an effective piece of advertising; memorable, distinctive, and one that makes you want to watch it all the way through, even if you’re not a fan of fast food. Ayaka’s “Mikazuki” plays over it, an easy-listening track that’s just catchy enough to make you want to seek out the song later.
Needless to say, it will be interesting to see films like Grave of the Fireflies get mentioned at some point. Only Yesterday and My Neighbors the Yamadas are much more likely to come out on top.
Our upcoming anime list will keep you informed of all the modern classics coming your way.
