Jammu: The Tokyo Metro Brings #kawaiivibes to all!
I’m pretty obsessed with the Tokyo Metro. It’s super cheap, very clean, and it can get you just about anywhere in a timely manner. Every time I’m in Japan, I spend a lot of time hopping from one Metro train to another. This spring, I noticed a series of super cute advertisements featuring adorable animals. “Jammu,” they proclaimed (mysteriously).
Was Jammu a brand of jam? Seemed a little too obvious.
Maybe some sort of dating app for kawaii fans?
Or an adorable version of Linkedin?
A store (where I would definitely shop)?
A clothing brand (which I would definitely wear)?
A vitamin (I would take it)?
After some googling, I discovered that Jammu is simply a campaign by the Tokyo Metro to “bring a smile to customers packed on commuter trains.” Amazing, right? Furthermore, according to a Metro spokesperson, Jammu “loves everyone and is loved by everyone.”
The Japanese train system is filled with tricks to keep riders safe and happy, from LED lamps that deter suicide to pathways that subtly steer everyone into orderly lines for the escalator. Previous faux-ad campaigns have included ways in to improve your posture and general health while riding the train.