TV announcers walk with Chidejika.

Deer character unveiled as Kusanagi’s successor for digital TV commercials

Tuesday 28th April, 03:00 PM JST

TOKYO —

Minister of Internal Affairs and Communications Kunio Hatoyama, 60, on Monday unveiled the new character that will promote the switch from analogue to digital television broadcasts. Hatoyama had some harsh words last week for popular group SMAP’s Tsuyoshi Kusanagi – also the face of the digital TV campaign - after he was arrested for indecent exposure. But he was more supportive on Monday when he said: “I believe Kusanagi will reflect on his actions and bounce back. In his absence we’ll need our new character to do his best.”

According to the National Association of Commercial Broadcasters’ website, the new deer character “Chidejika” was born on Dec 1, 2003, is 2 meters tall and weighs about 15 to 20 kilograms. He is calm under pressure but can be a bit nosy. He likes salad but not the crackers often fed to other deer, and will feature in the association’s commercials and posters from next month.

› Login to comment

Latest 15 of 38 Total Comments Show All

TexasAggie at 08:33 PM JST - 28th April

In the photo it looks like Casper the Deer is weaving. Perhaps the person in the costume made a pit stop at one of that smap guy's favorite watering holes before meeting the press.
uberloser at 09:18 PM JST - 28th April

Oh dear!
northlondon at 09:20 PM JST - 28th April

I'm more likely to buy a new digital TV system promoted by an actor who likes to get drunk in Roppo and who gets butt naked in Midtown park, rather than by a salad-eating human deer who lies about his weight..
Freddy5 at 09:21 PM JST - 28th April

Wait until they catch this deer character romping in park with those three chicks.
Weasel at 09:54 PM JST - 28th April

I guess the deer has as much to do with the conversion into digital TV as Kusanagi does.
northlondon at 11:02 PM JST - 28th April

Venisony going to sell their TV sets ?
temporaryVisa at 11:29 PM JST - 28th April

Seeing that Kusanagi is frequently refered to as goat face and even dresses up as such in SMAP comedy shorts, the choice of replacing him with a deer is truely baffeling.
DarkKnightNine at 01:26 AM JST - 29th April

OMG! This is so funny. Kusanagi is one of Japan's most famous TV stars and yet he is easily replaced by this obscenely ridiculous character. Makes you contemplate pursuing a career in Japanese entertainment. No such thing as job security.
TokyoTanuki at 01:48 AM JST - 29th April

The joke is on the Ministry though, this deer is only wearing body paint.
Okinawamike at 08:19 AM JST - 29th April

They did a marketing test a found that the deer sang, danced and acted better than Kusanagi, so the HMFIC said run with it.
telecasterplayer at 08:23 AM JST - 29th April

LOL! A clothed digital deer, instead of a naked Kusanagi.
WilliB at 06:15 PM JST - 29th April

I prefer the deer. Can they please replace all SMAPs with deer? Thank you.
elbudamexicano at 08:17 PM JST - 29th April

I just hope this deer dont go out on one of them drinking binges in roppongi, cause it will really stand out, getting drunk, naked etc..good luck kusanagi (are you in the deer??)
IchyaWarFare at 08:40 AM JST - 1st May

I have to remember that TV is so important in Japan, that a new mascot had to be literally scrapped together so they could put something in Kusanagi's place. Sad. At least know the masses will be informed. Go Japan!!!
blackbagger at 03:30 PM JST - 1st May

Wow, I can't believe they're serious about this deer mascot. Makes me want to reach for my hunting rifle.