Meiji Essel School of Lock Campaign

This is sort of convoluted, but here goes: Meiji Essel ice cream is conducting a campaign with advertising on Tokyo-FM's "School of Lock" program, which commonly goes by SOL. SOL sounds very similar to Essel, thus the connection. Why "School of Lock"? It comes from the movie "School of Rock". The Rock is changed to Lock. Lock is meant more as a key than a lock, therefore giving you the meaning "key to the future of music". Got it? Neither do I, but if customers do, that is all that matters. 

Photo is a web capture for explanatory purposes, copyright belongs to the company.