[Pixie Dust Technologies Co., Ltd.] Shofutei Tsurube and Taro Suruga co-star in a father-son commercial for the first time in 10 years! A story written with “honest feelings” contained in simple words. *Pixie Dust Technologies Co., Ltd.*
Press release: September 10, 2024
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Shofutei Tsurube and Taro Suruga co-star in a father-son commercial for the first time in 10 years! A story written with “honest feelings” contained in simple words.
*“kikippa” new TV commercial “Parent’s Thoughts” edition / “Children’s Thoughts” edition / Present edition Broadcast nationwide from Tuesday, September 10, 2024
“Feelings of mutual love” deepen through the “kikippa” a son gave to his father* Pixie Dust Technologies Co., Ltd. (Headquarters: Chuo-ku, Tokyo, Representative Directors: Yoichi Ochiai, Yasuichiro Murakami, hereinafter referred to as “PxDT”), which engages in R&D and commercialization in the diversity and healthcare field, and contributes to society by providing health value. Contributing to Shionogi Healthcare Co., Ltd. (Headquarters: Osaka City, Osaka Prefecture)
Representative Director and President: Yoshimoto
Satoru (hereinafter referred to as Shionogi Healthcare) will appear in a new TV commercial for the jointly developed gamma wave sound care speaker “kikippa” with Tsurube Shofukutei, who has been the brand ambassador for the product since June of this year, and Suruga. Taro will be appointed and the program will be broadcast nationwide (excluding some areas) from September 10th (Tuesday).
This TV commercial makes it easier to understand the appeal of “kikippa,” which has been in high demand as a gift from children to parents since its release in April 2023, and is attracting attention as a “product that is close to the feelings of parents and children.” In order to convey this message, we have asked Shofutei Tsurube and Taro Suruga, a parent and child, to appear and depict the feelings that a parent and child have for each other. Since the actual father and son, Tsurube Shofutei and Taro Suruga, will be appearing, the production has been kept as simple as possible to realistically express the relationship between the two. Parents and children don’t often appear together, and this is the first time in 10 years that they will co-star in a commercial together. Please take a look at the warm conversation between the two, which clearly conveys the father’s concern for his son, and the son’s concern for his father, even though their exchanges are blunt.
New TV commercial overview
Title: “Parents’ Thoughts” (30 seconds)
“Child’s Thoughts” (30 seconds)
“Present” version (15 seconds)
*60 seconds “long version” is also available.
Cast Shofutei Tsurube/Taro Suruga
Broadcast start date: Broadcast sequentially from Tuesday, September 10, 2024 Broadcast area: Nationwide (excluding some areas)
story
When the son (Taro Suruga), who was concerned about his father (Tsurube Shofukutei), called him for the first time in a while, his father answered the phone and said, “Everything is fine,” acting as usual. My father was talking as usual, but in reality, he was acting bluntly on purpose, suppressing his feeling that he would be happy to hear from his son. The son, on the other hand, speaks in the same tone as usual, but he realizes that the father on the other end of the phone is pretending to be okay so as not to worry his son, so he purposely maintains a casual attitude and has a short conversation. Finish.
Meanwhile, a courier sent by the son arrives at the father. The gift my son gave me was a TV speaker called “kikippa.” When you operate the remote control while looking at it with an unfamiliar expression on your face, a sound processed into “gamma wave sound” will be played from the TV. The father is deeply grateful to his son for his thoughtful consideration, and the son also expresses his gratitude to his father by saying to himself, “Don’t overdo it.”
Shooting episode
* Call in real time from a distance to create a more realistic conversation between parent and child*
For their first parent-child commercial collaboration in 10 years, Mr. Tsurube and Mr. Suruga were asked to express a “real parent and child” rather than acting. For the phone conversation scenes, actual calls were made from a remote location and filmed in real time. Despite their shyness, we were able to bring out their “real conversations and facial expressions,” resulting in a tasteful video that will make you feel warm.
* Mr. Tsurube, who came to the photoshoot in a serious “natural manner”, couldn’t help but tsukkomi with Mr. Suruga? *
The commercial focuses on a scene of a conversation between a parent and child, and by adding a contrast of mental scenes in which each person speaks their true feelings, the composition emphasizes the “feelings” of the father and son. Perhaps because they tried to keep the conversation as natural as possible during filming, there was a scene where Mr. Tsurube couldn’t help but peck at Mr. Suruga, saying, “What kind of phone call are you talking about?” In editing, we make the most of these cuts without rejecting them.
* The filming location was full of laughter and friendly atmosphere. However, we are particular about the details*
The scene where Tsurube receives a phone call at home was filmed in a friendly atmosphere with constant laughter. In the scene of operating a smartphone, Tsurube was supposed to be acting in an unfamiliar manner, but there was a scene in which Tsurube actually got into trouble, saying, “I can’t seem to react at all (lol)” and drew laughter from those around him. Also, in the scene where he spills tea in a hurry, even though it is a short cut, he takes many takes to create a convincing video.
cast
father role
*Shofukutei Tsurubin*
Shofuku Tetsurube
Born December 23, 1951
From Osaka Prefecture
son role
*Taro Suruga*
Sugatarou
Born June 5, 1978
Born in Hyogo Prefecture
About the product
■“kikippa” price plan
●Gamma wave mode*1 Unlimited plan*2
Speaker body service usage fee *3 lump sum 99,000 yen (tax included) ●Gamma wave mode*1 Monthly plan
Speaker price: 49,500 yen (tax included) / Service usage fee*3: 1,980 yen per month (tax included)
*1 “Gamma wave mode” refers to the provision of services for the use of gamma wave sounds (use of gamma wave mode, updates of gamma wave sounds, etc.)
*2 This is a rate plan in which you pay the service usage fee in one lump sum at the time of purchase.
*3
“Service usage fee” is a fixed fee for using gamma wave sound, updates to the latest information, My Page service on a dedicated website, etc.
■“kikippa” is a speaker that can convert the sound of TV etc. into gamma wave sound.
Brain waves around 40Hz, called “gamma waves,” are related to memory and concentration, and are reported to weaken with age*4. Our gamma wave sound also focuses on this 40Hz and is specially designed so that the sound pressure (loudness) changes 40 times per second in accordance with the 40Hz rhythm.
In addition, “kikippa” does not require any construction or
complicated settings, and anyone can easily operate it by simply connecting the earphone jack and turning on the gamma wave sound button.
You can hear modulated sound *5 “gamma wave sound”.
*4 Herrmann, C. S. & Demiralp, T. Human EEG gamma oscillations in Neuropsychiatric disorders. Clinical Neurophysiology 116, 2719-2733 (2005) *5 “40Hz modulated sound” refers to sound processed by amplitude modulation using a periodic function such as a 40Hz sine wave.
* [Characteristics of “kikippa”] *
●The clear voice function amplifies the volume of high-frequency ranges, allowing you to hear words clearly without changing the volume output from the TV.
●Built-in communication function automatically updates the latest features ●With the “Watch function”, you can check the usage status from a smartphone or computer even from a remote location.
●You can start using it immediately by simply connecting the cord and pressing the gamma wave sound button. No complicated construction or settings required
About Pixie Dust Technologies Co., Ltd.
Through the fusion of computer science and unique wave control technology that freely manipulates sound and light, Pixie Dust Technologies creates an environment in which computers and
non-computers are inseparable, and allows us to create an environment where computers and non-computers are inseparable. We are looking forward to the arrival of a “digital nature” that will cyclically transcend binary oppositions.
We are currently applying wave control technology to mechanobiology, the field of healthcare and diversity, which intervenes and assists in visual, auditory, and tactile senses, as well as metamaterials (technology that creates properties through structure rather than materials) and offices.・We are developing products with emphasis on two main areas: “Workspace & DX area”, which are applied to solving problems at construction sites, etc.
Compared to computers, which are evolving rapidly, the evolution of our biological bodies (hardware) is extremely slow, and the gap between them is widening. Pixie Dust Technologies successfully mediates between the two and continues to create better value for life.
Trade name Pixie Dust Technologies Co., Ltd.
Ticker symbol PXDT (NASDAQ market)
Company establishment May 2017
Representative Directors: Yoichi Ochiai, Taiichiro Murakami
Address: 2-2-1 Yaesu, Chuo-ku, Tokyo
URL https://pixiedusttech.com/
Regarding Shionogi Healthcare’s ESG management
Shionogi Healthcare considers the environment, society, and
governance, and grows together with society. by the United Nations Summit
Among the international goals “SDGs (Sustainable Development Goals),” two items in particular are “3. Health and well-being for all” and “10. Inequality (reducing inequalities between people and countries).” We are focusing on various initiatives to solve social issues. Utilization of Shionogi Healthcare’s own media and SNS
Shionogi Healthcare provides product information, campaigns, and various other information through owned media (Shionogi Healthcare ONLINE) and official SNS (X, Instagram, LINE, etc.) so that everyone can practice self-care more easily and correctly. We provide information and services that are useful for your health, such as disseminating self-care methods learned from professionals.
Owned media: Shionogi Healthcare ONLINE (https://www.shop.shionogi-hc.co.jp/) X (old Twitter): @shionogi_hc (https://twitter.com/shionogi_hc) Instagram: @shionogi_hc (https://www.instagram.com/shionogi_hc/) LINE: @shionogi-hc
About Shionogi Healthcare Co., Ltd.
Shionogi Healthcare is
It was established in January 2016 by the SHOONOGI Group based on the management philosophy of “always providing the best healthcare value necessary to protect people’s health.” With our motto of “self-care that is kind, correct, and enjoyable for everyone,” we will contribute to healthy and fulfilling lives through excellent products,
information, and services in the healthcare field.
Trade name: SHIONOGI HEALTHCARE CO., LTD.
Company establishment January 15, 2016
Company opening April 1, 2016
Capital 10 million yen
Representative: Representative Director and President: Satoru Yoshimoto Head office location: 7th floor, Yodoyabashi Square, 2-6-18 Kitahama, Chuo-ku, Osaka, Osaka Prefecture
URL https://www.shionogi-hc.co.jp/
Contact information regarding this matter
“kikippa” PR office
kikippa_pr@sec.dentsuprc.co.jp
Pixie Dust Technologies Co., Ltd. Public Relations
Contact: https://pixiedusttech.com/contact/
*kikippa and related logos are trademarks or registered trademarks of Pixie Dust Technologies Co., Ltd.