A teen model smiles sweetly at the camera. Deftly using her hands, she produces a considerable volume of white, goopy liquid. Then she turns to the camera and asks, innocently, “It all came out?”
Fetish video, or commercial for mayonnaise-topped noodles? According to some people in Japan, it’s sort of both.
Ippei-chan is a popular brand of instant yakisoba noodles, available in just about every supermarket and convenience store in Japan. The brand has been around long enough that producer Myojo Foods offers a number of variations, but the standard version comes with a pack of spicy mayonnaise to squirt over the noodles.
The signature condiment plays a large role in the product’s newest commercial, seen in the first 20 seconds of the video below.
That’s 16-year-old Suzu Hirose, the same actress and model who starred in a series of ads for wedding-planning magazine Zexy earlier this year, getting ready to enjoy a bowl of Ippei-chan. But while the visuals in Hirose’s noodle commercial may seem innocent enough, not everyone is convinced her dialogue is so wholesome.
After tearing open the mayo packet and using its contents to spell out the word “love” in block letters, Hirose looks viewers in the eyes and quizzically asks, “It all come out?”
Ostensibly, she’s talking about the mayonnaise, and just before the ad ends, Hirose shouts the question in question one more time. In some people’s opinion, though, the vague phrasing seems to indicate Hirose is implicitly referring to a much more explicit white, creamy substance, one that’s associated more with carnal appetites than gastronomic ones.
In response to complaints, Myojo Foods says it will be replacing the line with something that allows less room for such suggestive interpretations. An alternate version of the ad shows Hirose instead asking “You’ve got a crush on someone?” before later chiding us “Don’t take your eyes off the prize!”
▼ Both versions, with the alternate coming after the ad that drew complaints
Not everyone agrees that the change was necessary, though. Some online commenters even contend that the only thing going on that’s dirty is the thought process of those who claim the “It all came out?” line is dirty.
“I didn’t get that impression at all…”
“Some people just like to complain.”
“This is just a case of the people who made the complaint being pervs.”
“Their way of looking at things is what’s inappropriate.”
“Isn’t it kind of stupid to assume everything has something to do with sex?”
Others, though, called Myojo Foods out for trying to purposely mix bodily fluids and instant meals
“Naw, that mental connection is definitely intentional.”
“It’s totally what the advertisers were going for.”
“I thought the commercial was nasty.”
Without crawling into the minds of the commercial’s producers, we can’t say for sure whether the ad has any sexual subtext or not. However, we can say that the commercial doesn’t sexualize the situation nearly as much as it could have, given that it’s set entirely on a beach but doesn’t feature even a single bikini.
▼ Did it all come out? Who knows, but at least those clothes all stayed on.