Saikebon - Take eat easy
Series of 20-second TV spots created for Saikebon, a brand of instant noodles that champions a relaxed, unserious take on life. Each script highlights the brand's core message, when things get hectic, just take it easy.
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The concept is built around the Italian phrase "Sai che no?", a casual, ironic way to say “You know what? No.” It expresses the decision to not get caught up in unnecessary stress, perfectly aligning with the Take Eat Easy philosophy. The expression also echoes the brand name (Saikebon), making it a playful and culturally resonant hook in Italian.
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Since the pun doesn’t translate directly into English, it was replaced here with the simplified adaptation 'Saikenope' throughout the scripts.
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Each film turns an everyday meltdown into a moment of instant calm, with just hot water, three minutes, and a satisfying slurp.
Zombies
We’re in a living room. Two friends, around 25 years old, are sitting in front of a computer screen, each holding a cup of Saikebon.
On the news, crazy scenes flash across the screen something straight out of The Walking Dead. Zombies and people running in panic.
We hear the reporter’s voice:
“The situation is catastrophic. Zombies are everywhere.”
Suddenly, a zombie storms into the studio and attacks the reporter, dragging him off screen.
The two friends watch calmly.
We cut to the preparation of the product.
Close-up of the kettle and hot water being poured into the Saikebon cup.
VO: Saikebon: hot water,
Close-up of the tasty noodles.
3 minutes and…
We see chopsticks picking up the noodles.
(Gong sound) Take Eat Easy.
One of them, calm and unbothered, eats his Saikebon with a big slurp.
“Pretty intense, huh?” he asks, as if referring to the news.
Cut.
The other guy, after slurping too, replies:
“Yeah… delicious.”
The Saikebon logo appears with the hashtag #TakeEatEasy
VO: Saikebon (gong) Take Eat Easy.
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Back to the living room.
The two guys are still totally relaxed and positive.
One of them, after one last slurp, says:
“Scary good.”
Through the living room window, we see the zombies slowly approaching…
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Airport
We’re in the waiting area near an airport gate.
A guy in his mid-20s is clearly ready for vacation, Hawaiian shirt, sombrero, the whole vibe.
Around him: full airport chaos. Delays, canceled flights, stressed-out travelers. He vents:
“I’m gonna lose it! Two-hour delay. I’m heading to the desk to give them a piece of my mind… right?”
Cut to reveal his friends — same age, same vacation look, but totally relaxed.
They’re holding Saikebon cups, unbothered.
The guy notices them… looks at their Saikebon… thinks for a moment… and then answers himself:
“Saik-nope.”
Cut.
Close-up of hot water being poured from a thermos into a Saikebon cup.
VO: Saikebon: just hot water,
Close-up of the tasty noodles.
3 minutes and…
We see chopsticks lifting the noodles.
(Gong sound) Take Eat Easy.
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Cut back to our main guy, now peacefully seated with his friends, happily slurping his Saikebon.
He looks around — the gate is still full of frustrated travelers — and, totally chill, says:
“Man, people get so worked up…”
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The Saikebon logo appears with the hashtag #TakeEatEasy
VO: Saikebon (gong) Take Eat Easy.
Ikea Furniture
We’re in a bedroom. A man in his 30s is struggling to assemble an Ikea-style cabinet. The shelves are uneven, parts are missing, and it’s slightly crooked. He’s super stressed. Looking off to the side, he says:
“I can’t believe this! I followed the instructions. I’m calling them, they’ll hear from me…”
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Cut to a girl sitting on a pouf, calmly slurping her Saikebon.
The man looks at her… then at the Saikebon… and answers himself:
“Saikenope.”
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Cut. Close-up of hot water being poured from a thermos into a Saikebon cup.
VO: Saikebon. Just hot water,
Close-up of the tasty noodles.
3 minutes and…
We see chopsticks picking up the noodles
(gong sound)… Take Eat Easy.
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Cut. The man is now sitting peacefully next to his partner, slurping his Saikebon with total satisfaction.
Then he says:
“I think I’ll just leave it like this…”
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Saikebon logo and hashtag #TakeEatEasy
VO: Saikebon (gong sound) Take Eat Easy.
Failed Rap
We’re in a loft shared by a group of friends in their mid-20s. In one corner, there’s a mic and a mixer. One guy is finishing up a rap. The beat plays in the background, but his voice is ridiculous, a weird, squeaky, cartoonish autotune. He’s clearly frustrated. He rips off his headphones and says, “This filter sucks. I’m taking it back… they’ll hear from me.”
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Cut to his friends chilling on beanbags, slurping their Saikebon. He sees them… looks at the Saikebon… and answers himself: “Saikenope.”
Cut to a close-up of hot water being poured from a thermos into a Saikebon cup.
VO: Saikebon. Just hot water,
Close-up of the appetizing noodles.
Wait 3 minutes and…
Chopsticks grab the noodles.
(sound of a gong)… Take Eat Easy.
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Final shot: he’s now sitting peacefully with his friends, happily slurping his Saikebon. Then, casually:
“Maybe I’ll drop… an acoustic version.”
Saikebon logo and #TakeEatEasy
VO: Saikebon (gong sound) Take Eat Easy.
