Along with the widely anticipated release of the live-action movie of Rurouni Kenshin, there are some unexpected advertising crossover campaigns. The latest one is with Lotte gum on a series of very short commercials which feature lead actors Takeru Sato (who plays Kenshin) and Emi Takei (who plays Kaoru Kamiya) watching a screening of the movie from the audience.
When an actor stutters on screen, the actor in the audience comments, "Kanda!" (which means, "I blew that!") But the word, "kanda," can also mean, "chewed," so the narrator quickly adds, "If you're going to chew, then chew Lotte Fruitio!" At the end, it adds, "If you're going to watch anything, watch Rurouni Kenshin."
The second ad campaign follows the same pattern, only this time instead of Fruitio stick gum, it suggests you chew Fit's Link chicklets-style gum.
This comes on the heels of other promotional efforts such as the stars appearing at a series of premieres in major population centers in Japan.
So what's your gum at the movies?