Mouse Computers is a Japanese company that makes high-spec computers for well-heeled customers. A bit like Apple for PCs. In 2017 they released this advert featuring members of the idol group Nogizaka46:
I only recently discovered this, and was immediately charmed. Not only are the girls very cute, but the song is catchy, the visuals striking and the premise absurd. It hardly matters that it’s got nothing to do with computers: it’s immediately catchy and instantly puts a smile on your face. This is an example of Japanese ‘kawaii pop’ at its finest.
The advert quickly went viral on the internet, and was far more successful than Mouse had expected. The group was riding high at the time and the ad featured some of their most popular members, so fans ate it up. Mouse capitalized on the popularity with a making-of video (which shows how much effort goes into getting the girls looking perfect):
They also produced a multi-part absurdist comedy series ‘Mouse Diner’ featuring the girls working at a cafe. This overflows with charm and made me laugh aloud many times:
A year later they followed it up with a new advert:
And they even made an animated version of the original advert and hired an Evangelion character designer to draw the girls! Alas this doesn’t seem to be on YouTube but here’s the key art:
Apparently the shops selling Mouse computers were inundated with requests for promotional material. Much of this is what you’d expect – mousepads and clear files – but I read there were also raffles for life sized standees and branded computers. You can find a lot of it for sale online these days at elevated prices:
Mouse Computers still exists, but I can’t find any mention of this campaign on their website. All the girls in the video have now left the band, and by now this ad has become just another piece of advertising history, albeit (apparently) a very successful one.
I even saw a pack of five promotional postcards featuring the girls in their mouse outfits! I’ll never find it, but you can bet I’ll be keeping my eyes peeled for that every time I’m in Japan 🙂