Uni-President serves up a new round of moments

Developed by ADK Global, Season II consists of three ‘moments’. Richard Yu, ADK’s chief creative officer in Taiwan, said the aim was to focus on how a person feels when eating. The shop’s proprietor serves up imaginative dishes tailored to the mood or circumstances of his individual customers.

According to a spokesperson from ADK, the ‘House of Little Moments’ videos “beautifully illustrate situations that people in all walks of life may encounter”.

The first, ‘Golden Theme Park’, is a reminder that simple pleasures, when combined with warmth and imagination, can be greater than the sum of their parts.

‘World Class Insensitive Shrimp’ is a snapshot of the heartache, misunderstandings and friendship that make up the experiences of teenage life.

The third, ‘Hero Has No Tears’, is a touching look at reciprocal kindness and the internalisation of sadness.

The first 'season' of the series won a Grand Prix at Spikes Asia last year.

Campaign Asia-Pacific's view: It can be difficult to sustain something like this without drifting into the realm of cheesiness, but we think Uni-President and ADK have managed it well. Each film is original and meaningful in its own way. The characters are relatable, there is a nice undercurrent of gentle humour from the shop’s owner, and the films avoid the trap of being overly syrupy or emotional. We are reminded once again of the profundity noodles can have.