Yup, it’s that day of the week again! Hopefully it’ll brighten up some of us in L.A. who have to deal with this strange, gloomy weather.

This commercial is for ランドセル (randoseru), which is a type of backpack used in elementary school. It’s usually made out of leather, and the craftsmanship allows it to last the entire six years of elementary education sometimes even for life if taken care of. The manufacturers also take into consideration the strain that a full randoseru can cause for the child, and constantly makes improvements. So as you can imagine, the workmanship is reflected in the price, which ranges from about 30000円〜60000円 ($369~$738 by today’s exchange rate). It’s hard to believe people are willing to dish out that kind of money for a kid’s backpack, but it’s actually a very important part in Japanese culture. There’s excitement in buying a randoseru due to the feeling of moving up to elementary school.

Sorry about the dense info! Here’s the hilarious, WTF commercial:

This is as close as I can get to translating it in English (without the sound repetition):
Flap-flap go the wings, wings of a fairy x2
Easy to carry x2
Randoserus have got to be yousei no tsubasa

*yousei no tsubasa = “wings of a fairy”, brand name

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