#Japan #Chiyoda #IDEMITSU #Ryuji Fujieda #Puppet Design

Exciting New Web Commercials from Idemitsu

Idemitsu Kosan Co., Ltd., a prominent name in the energy sector, is set to unveil two new web commercials titled "What is Idemitsu?" and "How Do You Read Idemitsu?" on December 18, 2025. In these innovative commercials, original puppets interact with children and a teacher to unravel various curious questions related to the company’s name.

Story Inspiration

The creativity behind these web spots is rooted in real anecdotes from junior employees, with dialogues inspired by their own experiences regarding misunderstandings of how the name "Idemitsu" is pronounced. Some have recounted instances of people misreading it as "Debikari" or "Shukkou," highlighting the common struggle many face with unusual brand names. The puppets, designed by the talented Ryuji Fujieda, engage in humorous exchanges that unfold these queries in a playful manner.

Unique Elements in the Web Commercials

The commercials feature engaging soundtracks where the puppets sing phrases that cleverly play on the company name, ensuring that the content is memorable. Viewers can look forward to participative quizzes centered around Idemitsu’s three brands: Idemitsu, the parent company, and Apollostation, all presented through light-hearted banter between the teacher and the puppet characters.

Overview of the Web Commercials

1. "What is Idemitsu?" (15 seconds / 30 seconds)
This segment creatively poses questions about Idemitsu, creating an exciting quiz atmosphere. The whimsical reactions of the puppets not only entertain but also educate the audience about the brand in a fun way.

2. "How Do You Read Idemitsu?" (15 seconds / 30 seconds)
As school children look up at the Idemitsu sign, the puppet hilariously navigates the confusion surrounding its pronunciation, leading to a comical conclusion where the puppet concedes, singing "Idemitsu ni kousan (I give up)!" This humorous approach makes the key information relatable and easy to remember for viewers of all ages.

Ryuji Fujieda: The Creative Mind Behind the Puppets

Ryuji Fujieda, born in Tokyo in 1943, is the creative designer behind these charming puppet characters. After graduating from Tokyo University of the Arts, he started his freelance career that flourished into a distinguished body of work across various media, including illustrations, advertising, magazines, and children's programs. He is celebrated for his warm and expressive style that resonates deeply with audiences.

In 2024, Fujieda will showcase his creative odyssey in an expansive exhibition titled "Hatchpotchi: The World of Ryuji Fujieda," where he will celebrate his contributions to puppet art in Japan. His expertise in character design brings an endearing touch to the Idemitsu web commercials, contributing to their engaging visual narrative.

Availability

The new commercials will be accessible on streaming platforms such as TVer, YouTube, ABEMA, and Amazon Prime Video starting December 18, 2025. However, it is noteworthy that these unique campaigns will not be aired on traditional television channels.

In conclusion, Idemitsu's new web commercials not only aim to educate viewers about the brand but also create memorable moments filled with laughter and learning. With Ryuji Fujieda's artistic touch and the playful puppetry, audiences are encouraged to join in the fun and uncover the joy behind the name "Idemitsu."