Ramen Hero Brings a Taste of the East to the Wild West in Witty Spot

Avocados and Coconuts has launched a new campaign for Ramen Hero, shot in a single day. The campaign follows an American cowboy who after a long day of ranching wants a bowl of authentic ramen. Humorously scripted, he explains how Ramen Hero delivers everything you need to make the perfect bowl at home. 

The budget was tight but the concept was fun so the team went ahead. Iyashi SF was the creative agency. Avocados director Alex Massey directed the spots. Cedric the creative director at Iyashi had a bunch of great spots so the team decided to see how many it could make in one day which would not increase the cost as far as production was concerned. In the end the team created eight spots in a single day's shoot. One long but fun day on the range, just about an hour north of its offices. 

“We wanted to use the classic trope of a cowboy and give it a Japanese twist to reinforce Ramen Hero’s mission to make authentic, ‘Honkaku’ Japanese ramen accessible to every noodle-loving American”, explains Taka Kusui, Iyashi founder and Cedric Giese, Iyashi creative director. 

“You’re not expecting the cowboy to be Asian which is not just surprising, but also a statement about our inclusive culture and what it means to be 'American'.