Square Enix has partnered with Nissin Foods to launch a unique advertising campaign for Final Fantasy VII Rebirth.
The creative campaign features Sephiroth, the recent Final Fantasy 7 antagonist, as the “One-Winged Dongitsune”, descending from wherever to promote Nissin’s Donbei Kitsune Udon.
The advertisement cleverly integrates an iconic scene from Final Fantasy 7 with kitsune udon, a traditional Japanese dish known for its fried tofu topping, believed to be a fox spirits’ favourite or “kitsune”. The commercial depicts Sephiroth with a fox tail and ears, standing amidst flames and extending an unusual invitation to Cloud Strife, the game’s protagonist, to enjoy a bowl of Donbei Kitsune Udon. Cloud’s initial resistance, followed by his eventual acceptance, leads to a comical interaction between the two characters, far removed from their intense rivalry in the game.
The ad humorously plays on Sephiroth’s iconic lines and reimagines them in the context of promoting the udon. Instead of “despair”, Sephiroth is now enticing Cloud with the udon, even playfully praising Cloud as a “good boy” for eventually indulging in the dish.
Square Enix’s choice to reanimate familiar scenes from Final Fantasy 7 Remake as a way to promote Final Fantasy 7 Rebirth and collaborate with Nissin Donbei Kitsune Udon is just the latest in a long history of partnerships between the two brands.
Previously, Nissin worked with Square to bring several Nissin-branded food items to the 2016 title Final Fantasy 15, eventually culminating in a Cup Noodle-style hat being added to the game.
Ahead of its release on February 29, critics warmly welcomed Final Fantasy 7 Rebirth. It’s currently the second-highest rated game in the franchise, ranked below Final Fantasy 9. This bodes well for Square Enix, which invested heavily in Final Fantasy this year. The sequel isn’t getting any DLC but a PC port might be released sooner rather than later. The third game in the series isn’t releasing until at least 2027.
