And questionable science!

Sushi chain Gin no Sara is popular in Japan for its reasonable prices, convenient delivery and multitude of locations. It’s also well known for releasing creative and often very funny commercials.

In this one, the chain is ostensibly setting up an experiment asking 100 people to choose between free sushi at Gin no Sara and a very expensive Ginza sushi bar. At first, everyone makes a beeline for the expensive sushi bar. After all, a sushi course at one of those places is likely to set you back around 20,000 yen (US$184) and is meant to be a sublime dining experience.

In the end, though, everyone ends up choosing Gin no Sara! What could possibly have changed their minds?

Let’s take a closer look at what happened. It all looks good for our expensive sushi bar at first…

▼ Gin no Sara on the left, expensive sushi bar on the right

But then the participants begin to encounter some unexpected difficulties in reaching those tempting seats.

Walking through fire still easier than getting a reservation at Sukibayashi Jiro.

The announcer begins to notice that some of the participants are starting to head over to Gin no Sara. He’s quick to speculate what must have changed their minds, which has nothing at all to do with the bikinied booth babe that suddenly appears or the ninja suddenly dropping money from the sky.

▼Announcer: “The delicious taste of Gin no Sara’s sushi wins!”

Announcer: “Gin no Sara’s superior skill wins!”

A lasso-wielding cowboy appears to herd the last stragglers towards Gin no Sara while the announcer proudly proclaims that, “A hundred people emphatically proclaim they prefer Gin no Sara delivery sushi to an expensive Ginza sushi bar!”

Surprising results, but you can’t argue with science.

For more from Gin no Sara’s creative team, check out this tearjerker about a family caring for a grandmother with dementia.

Source: Gin no Sara
H/T: Hachima Kikou