Great, emotional ad from Google India
In Japan, there is an ancient feminine ideal known as “Ochobo”. It means that women, to be considered attractive, should have a “small and modest” mouth.
As a result, if you’re in Japan, you’ll often see women cover their mouths when they laugh, or when they’re eating.
But there are times when that ideal is too difficult to meet. Like when stuffing your face with a large hamburger, for example.
This was apparent to a fast food chain in Toyko called Freshness Burger — where almost no women ever ordered the restaurant’s extra-large sandwich.
So they came up with a novel idea. Called the “Liberation Wrapper,” it’s a paper wrap for the hamburger that extends up and covers the mouth of whoever’s eating behind it.
On the outward side of the paper is the image of a woman’s mouth, in the idealised “Ochobo” form.
The chain reported that sales of the hamburger went up more than two hundred per cent in the month following the introduction of the “liberation wrapper” — and that woman accounted for almost all the sales increase.
They were happy, it seems, to be able to open their mouths wide — but appear not to be doing so.