The above version is the most frequently aired commercial for “TANOMERU.”“That commercial was a decision made by the president. Yuji Otsuka became president in 2001. The commercial featuring “Tano-kun,” the character of “Tanomeru,” was aired the following year, in 2002.” says Yoshio Maruyama, Deputy General Manager of the Sales Planning Department. “The puns are selected by the president himself,” he said. “The puns themselves are thought up by an advertising agency, but suddenly the president calls on us. If we couldn’t come up with a good one, the president and I would turn over the thick catalog of “TANTORU” and come up with something like this or like that (Laughs).”   Some of the ideas were devised by the president himself. The president himself has devised some of his own ideas, such as , “The deskmat arrived.” “The president never says, ‘It’s no good because it’s a ‘—’. He would ask, ‘Do you know why I said no?’ For example, I was once told that ‘There is no kyusu (teapot).’ Thinking about it, we are a solution vendor, but we are not proposing solutions. I realized that was why it was no good. He always thinks that way.” “Somehow, I think I understand the president’s thinking better when things are rejected. I think it would be a great opportunity to learn about the president’s thinking, and I think it would be better if not only the two of them, but also other employees, participated in the process.”