Yappari Neko Ga Suki

Yappari Neko ga Suki 「やっぱり猫が好き」 premiered in late 1988 as a “situation comedy” on Fuji TV. The basic set-up concerns three grown-up sisters living, eating, and gabbing in their Tokyo apartment. The show rarely featured meaty plots or even additional characters, but there was something charming about the realistically-meandering dialog of the three lead actresses Motai Masako, Muroi Shigeru, and Kobayashi Satomi. Like The Cosby Show or Friends, the show was filmed in front of a live audience. But without the standard “zing” punchline-heavy scripts or flashing APPLAUSE signs, the audible audience response is more spontaneous and random, giving Yappari Neko ga Suki the feeling of live theater rather than pre-packaged TV.

Airing at 00:40 am on Tuesday nights, the program could have been any other late-night throwaway program doomed to obscurity. Instead, enough viewers stayed up late every week to convince Fuji to do another season of the show, this time in the more reasonable time-slot of 7:30 on Saturday night. While successful for what it was, Yappari Neko ga Suki never transcended a narrow appeal to a specific cult fan base of women then in their teens and 20s. The show, however, has not just become a historical footnote: starting late last year, brewery Sapporo re-united the cast of Yappari Neko ga Suki to be the campaign spokeswomen (in character) for the beer happōshu Namashibori. (On the show itself, they always seemed to be chugging cans of Pabst Blue Ribbon — the happōshu of its times.)

As both a TV program and a cultural phenomena, Yappari Neko ga Suki has a few lessons and insights for the nature of contemporary entertainment and advertising in Japan.

1) There is nothing inherently “Japanese” about bad acting

The contemporary Japanese television drama is so rife with overacting and melodrama that some commentators have started to believe that poor acting is intentional and culturally-mediated — possibly a modern-day reflection of Japanese theater traditions or stage aesthetics. Yappari Neko ga Suki‘s three nimble actresses show what Japanese drama can be if the cast have actual experience and skills as actors. The Yappari format requires long ten-minute recitations of a script (plus ad-libbing) in front of a live audience — little different from more “serious” theatre. Only real actors can pull this off; you can’t fake it. Today’s dramas use a “one line of dialog = one shot” filming style, which fits better with the non-actor “pretty faces” that powerful Japanese entertainment companies discover and provide to TV producers.

Yappari Neko ga Suki is a reminder that Japan is in no lack of capable actors, but that the inner-workings of the entertainment industry and its casting process tend to force experienced players to late-night and other obscure formats.

2) Longer program runs means long-term cultural properties

Modern Japanese television dramas run for a short span of three-months with almost no chance of a second season. Television stations do not like to dedicate more time to these shows, as they are expensive to produce and generally risky. If they flop on the first episode, the sunk costs are a terrible burden. (There is no “pilot” system for early vetting.) Talent agencies appear to like the three-month schedule as well, maybe for the flexibility in allocating stars to different projects since most “stars” are multi-media players.

The problem, however, is that this short format kills any chance of creating long-term cultural properties for the networks. In just two seasons, Yappari Neko ga Suki established itself as a memorable piece of culture that now can be reassembled for nostalgic advertising purposes. Mobile Suit Gundam’s modern day popularity over an equally-landmark space anime like Superdimensional Fortress Macross may come down to the simple fact that Gundam has become a long-term, more expansive franchise than Macross. This may seem like an obvious point to U.S. TV viewers (who lust after the next season of Lost or 24), but the low-risk, industry-pleasing three-month dorama strategy of late is not conducive to thinking about the creation of valuable long-term assets.

3) Pinpoint marketing may work for mass products

At this point, it is unclear whether the Sapporo Namashibori campaign is producing results, but hats off to the brewery for running a mass market campaign centered around a relatively-cult late-night TV show with appeal to a very narrow band of adult women. Most ad campaigns for beer use generically-famous celebrities to transmit a vague brand message (“It’s tasty!”), but these three actresses — especially in this specific grouping — send more of a generational wink-wink to consumers than a broadly warm appeal (although the campaign is very “down home”-y even if you don’t know the Onda Sisters).

The beverage itself is probably not any more limited in appeal in taste than any other beer-like beverage, but with so many near-beers flooding the market, this pinpoint marketing towards a very specific and likely-sophisticated female segment makes the product stand out. Are sophisticated women in their 30s enough of a market to have their specific advertising messages for beer? We’ll find out soon enough.

This article originally appeared on the Diamond Agency blog clast.

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4 Responses to “Yappari Neko Ga Suki”

  1. shane Says:

    Its a w+k campaign 🙂

  2. W. David Marx Says:

    Nice work. I am guessing you’ve always been a huge fan of the show.

  3. Joseph K Says:

    Will we find out? Do follow up on this.

    Interesting anyhow.
    I didn’t realise the reference at all, but I did notice they played more like the mobile phone ads we’ve been seeing recently than other happoushu ads… I’ll look at them a little more closely next time they drift across my vision.

  4. FuguTabetai Says:

    I had seen one of these commercials and thought it was strange: no bikinis, no men in strange hats and glasses screaming “delicious!” at me, just three women sitting around chatting.

    It made me curious, but I didn’t notice what beer they were drinking. It’s really nice to see the story behind the ads!