Wagamama, the U.K. ramen noodle restaurant chain that recently announced plans for further U.S. expansion, makes the point that its food provides spiritual nourishment as well as filling you up in a new spot that draws on Japanese anime.
The campaign, by MullenLowe London, is Wagamama's first TV work to use the tagline "From Bowl to Soul," previously used in radio ads. Director Basak Erol of Blink mingles live action images of food and anime-style clips, including wacky cartoon characters and a man canoeing across a bowl of noodle soup giving a hint of Wagamama's Japanese roots and its restaurant style, which includes communal long tables with benches.
The campaign will appear in cinemas, on TV and online in the U.K. and internationally. Established in 1992, Wagamama now operates over 130 restaurants in the UK as well as in over 40 restaurants in 23 countries around the rest of the world.