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About

Nanikeidemonai (何系でもない) is a viral dance meme inspired by a 2007 Japanese clothing advertisement. The dance usually features multiple transitioning characters in sync to the song Weeeek by NewS. Dance videos and parodies became popular on Nico Nico Douga and later spread to YouTube. (The original video on NND is here. [Registration Required])

Origin

In 2007, Japanese boy-band, NewS, sponsored for the clothing brand, 'Russ-K'. The phrase Nanikeidemonai translates to "Don't mind the system (style)", which is the brand's slogan. At the end of the video, they literally say: "No matter what style, it's RUSS-K." In addition to endorsing the line of clothing, the commercial was used to preview what is now their seventh single, Weeeek, a few days before the official release of the song. The commercial stars members in the order of appearance: Yamashita Tomohisa , Koyama Keiichiro , Kato Shigeaki, Masuda Takahisa, Nishikido Ryo and Tegoshi Yuya.

There were several other commercials made during the production, each providing equal screen-time for the six group members. However, the final rendering stood out the most. In total, seven commercials were made in the Russ-K winter collection.

NewS released their seventh single, Weeeek, on November 7, 2007. The release debuted atop of their respective charts, selling 263,000 copies in its first week.

japan niconico douga non-english dance meme russ-k commercial ad campaign tv japanese commercial