BiSH hit us again with a cross-promotional song for Kirin Lemon- a lemon flavored soft drink that doesn’t appear much in my corner of the world. “Toumeina mama de yuke” skips along melodically like a call and response or, if you prefer, like bubbles percolating up to the top of the soda. It’s a fun melody that straightens out a bit for a chorus that is about as majestic as any BiSH melody produced in the last couple of years. “Toumeina mama de yuke” gives us another look at a school yard BiSH wearing pale blue uniforms that contrast with the yellow chalk and ribbons floating throughout the promotional video like that ribbon of citrus in clear fizzy water. Color palette in check, bubbling melody in check, and seishun feelings in check plus. What I’m trying to say here is that “Toumeina mama de yuke” is as well-thought as any PV I’ve ever written about here and shouldn’t be looked flatly as crass capitalism at work (even though it IS crass capitalism at work). To be clear, this song might very well be your favorite BiSH song of the year, perhaps owing to the fact that it has nothing to prove on its own. It’s existence means that the bean counters have already been satisfied. So, crack open a new bottle of Kirin Lemon, and have a go at “Toumeina mama de yuke”.
Bonus: the full length commercial featuring “Toumeina mama de yuke”
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