Tarako’s Kewpie Pasta Sauce

Oh. My. God. These are probably the most amazing commercials I’ve seen in a long while. These creepy kewpie doll chile pepper things are the mascots of a pasta sauce created by a Japanese brand called Tarako. ‘Tarako’ is actually a cod roe, or fish eggs, which is also what the kewpies are supposed to be dressed as. I know, this makes no sense, but basically the Tarako babies come and invade our planet, then make our pasta taste delicious, it’s just that simple.

The art direction in these is absolutely fantastic as well, the little girl’s haircuts are inspired by the 50’s and the colors and tone of the kitchens they take place in is awesome. The girl in the first commercial actually reminds me of my friend Wendy’s daughter, although her daughter doesn’t have that crazy haircut.

So take like 5 or 10 minutes and watch all these insane commercials, there are even more under the cut, so be sure to check those out as well! Big thanks to my friend Patrick for posting these!


14 Comments Tarako’s Kewpie Pasta Sauce

  1. Piers April 15, 2008 at 11:51 PM

    Oh man, that creeped me out.

  2. Angele April 16, 2008 at 3:23 AM

    hahaha! i’m sure some little Japanese girls have nightmares after watching those ads.
    Plus the song gets sticked in your head. :)

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  4. richiee April 16, 2008 at 7:31 AM


  5. Jeff April 16, 2008 at 8:23 AM

    and the girl in the second one definitely looks like a baby christa with pigtails!

  6. Camilla April 16, 2008 at 9:45 AM

    Oooh i’m stealing this! totally awesome stuff.

  7. Patrick April 16, 2008 at 9:52 AM

    That’s not a tomato-based spaghetti sauce. It’s cod roe-based sauce, hence the name, color, and the bottle shape. Tarako spaghetti is a pretty common dish made at home. There’s also a spicy, pickled version of cod roe called mentaiko that’s also used to make tarako spaghetti with a kick.

  8. Bobby April 16, 2008 at 10:38 AM

    I knew you’d know, haha…

  9. Juliet April 17, 2008 at 1:09 AM

    Oh these are so awesome! and have no relevance at all to pasta sauce.

  10. Mark April 17, 2008 at 6:08 AM

    The children in the firth and fourth videos display perfectly the appropriate response to meeting the Tarako aliens.

  11. Metafilter April 17, 2008 at 3:37 PM

    The brand name is Kewpie, not Tarako. Kewpie also makes mayonnaise, among other things.

  12. yespapa April 19, 2008 at 10:43 AM

    i want to live in tokyo now!

  13. Hana July 19, 2009 at 6:42 AM

    Kewpie is awesome, am living in tokyo at the moment, everyone loves Kewpie here! You can get free Kewpie phone things on cola at the moment

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