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• * Mirabakesso is a contraction of the campaign's catchphrase, "Mirai ni Bakeru Shinsozai" or in English, "new materials that transform into the future."

1. Summary of the TV Commercial

Broadcast Schedule

• (1) Commercial Airing Locations Kanto, Kansai, Niigata, Okayama, Kagawa, Ehime, Nagoya, Fukui (Japan)
  Sunday, December 29, 2013–Friday, January 10, 2014

Production Staff

• Production Company: LIGHT PUBLICITY CO., LTD.
• Creative Director: Nobuyuki Miyadera
• Director: Yoshinari Kamiya

TV Commercial Concept Developed by the Production Staff

2013 marks the seventh year of this advertising campaign. The production staff worked to once again emphasize Mirabakesso ("new materials that transform into the future"), the message of the campaign since the first year. In the TV commercial, the continuous evolution of Mirabakesso is expressed by the colorful Kuraray-Chan. On the advertising campaign website (Japanese only), several Mirabakesso are introduced in detail. Mirabakesso helps to explain how Kuraray endeavors to address such worldwide issues as global warming and the use of limited resources.

2. Behind the Scenes

The commercial was shot in early December. First to strut his stuff in the studio was Kuraray-Chan the alpaca. This commercial featured the seventh alpaca to play Kuraray-Chan, a male named Kaikai. Kaikai has a very mild disposition, and filming of his scenes, in which he had to walk continuously, went smoothly. Kaikai's cute trot brought smiles to the faces of the production staff, in keeping the origin of his name, the phrase "Hito wo yukai ni, chikyu wo yukai ni shitai," meaning "desire to bring joy to people and the Earth." The performance of Riko Narumi and Kuraray-Maru together was not to be missed, either. The two are seen on a date in a stylish bar, the refined-looking Riko and the comical Kuraray-Maru proving a captivating combination. Kuraray-Maru was controlled by specialist staff, with subtle movements that gave the strong impression that the puppet was a real animal. Between takes, Riko Narumi too was greatly entertained by the movements of Kuraray-Maru. The atmosphere on set was relaxed and friendly, and shooting concluded successfully.

3. About Riko Narumi

4. About Alpacas

5. About Kuraray-Maru

6. Purpose of the Ad Campaign

Kuraray was established in 1926 in Kurashiki City, Okayama Prefecture, as a manufacturer of rayon synthetic fiber. Since succeeding in the commercialization of Japan's first PVA fiber, KURALON, based on technologies developed domestically, Kuraray has utilized the technology for poval, the material used in creating KURALON, to become a company that currently boasts the world's largest market share for a number of highly functional materials developed using its own, original technology. These materials include: poval film, which is essential for LCDs used in televisions and PCs; EVAL, a resin distinguished by its excellent gas barrier properties; CLARINO, a type of manmade leather used in school bags and other applications; and SEPTON, an advanced hydrogenated styrene-type thermoplastic elastomer with an elasticity similar to rubber.

In line with its corporate culture of "contributing to the world and individual well-being through actions that others are unable to produce," the Kuraray Group works to "contribute to the solution of issues threatening our planet and living things with pioneering technology" while aiming to realize sustainable growth as a "specialty chemical company with a global presence."

This corporate advertising campaign, centered on television commercials, has been conducted to support future growth and boost Kuraray's corporate brand value.

In addition to Mirabakesso ("Mirai ni Bakeru Shinsozai" or in English, "new materials that transform into the future," in fiscal 2012 Kuraray established a new catchphrase: "Chikyu Kai Kai," short for "Chikyu Mondai no Kaiketsu ni Idomu Kaisha" or in English, "a company that takes on the challenge of solving global problems." This catchphrase expresses the Kuraray Group's intention to provide effective solutions through pioneering technology for such current worldwide problems as global warming, the use of limited natural resources, water and food shortages, and environmental pollution.

Kuraray is Mirabakesso and Chikyu Kai Kai. Kuraray will continue to take on the challenge of creating new solutions in the water/environment, energy and optical/electronics fields.

Overview of Kuraray Co., Ltd.

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