Ok, it's been about ten episodes into the show, so while I've been kicking around this post in my head since episode one there's less of a chance it'll blow up in my face now. Well, that and writing takes work and all.
Why you should be watching Happiness Charge Precure
Precure has been kicking around for a full decade now, largely as Toei's indefinitely recyclable vehicle to sell plastic shit to little girls, and for much of its lifetime it showed. Some series, like Heartcatch Precure in particular, took a few steps above simply going through the motions to achieve this end. Now that the show is celebrating its 10th anniversary, it's been taking such steps again, but to elaborate on how exactly takes going over what makes these kinds of shows tick in the first place.
http://i.imgur.com/nBnrle1.jpg
Yes, this sort of thing happens a lot.
Probably the most obvious thing you can say about these shows is that they are monster of the week shows, taking after the model established by Sailor Moon. A bad guy will show up then provide a monster for the magical girls of the show to fight in every episode. While this can be considered a formula, it's actually a rather sparse outline and there are many ways to tackle it. For example, Heartcatch Precure used a highly specific and rigid formula that it adhered to whenever the episode allowed for it. For many of its early episodes, the first act of the script was entirely devoted to setting up the following defined chain of events:
Each of these steps are followed, and exceptions were rare in that show, although as the show went on it allowed for more flexibility in the first act. The downfall of formula writing is redundancy, and when you're doing the same thing every episode and in the exact same way then you might as well be watching one episode and not twenty. Meanwhile, Happiness Charge has the following defined sequence:
As you may notice, this was pretty much the base outline that we started with! There have been episodes where the victim was developed through the plot of the episode, and episodes where the victim was some random person not even seen until maybe after the monster was defeated. There are also episodes where the bad guy has targeted interaction with the Precures, but also those where they bump into each other. The only specific entry is the addition of a fetchquest that gets updated. Leaving things this open offers the flow flexibility, and when a show gives itself opportunities to mix things up then it can turn formula writing into simply theme writing. Furthermore, when a show isn't tied down as strongly by this aspect, other parts can shine and the show benefits as a whole.
http://i.imgur.com/8u9odrO.jpg
Megumi showing awareness of the situation in not bothering to change before going outside.
Breaking such elements down, you have large-scale story or the overarching plot that drives the whole show, small-scale stories that drive each individual episode (and more important as a result), the monster fights, and the characters upon which everything is built. It's important to offer characters that have meaningful avenues for growth or interaction, as they provide small-scale plotlines and aid in making such stories entertaining. For example, Dokidoki Precure offered a main character who already had everything made and didn't really offer much in personality, so it was like playing an RPG on New Game + where you already have the puzzles figured out and you already have the experience and equipment to wipe out everything. Hime Shirayuki offers the polar opposite of this in Happiness Charge. She starts out the show as a failure of a Precure who hasn't won a single time, and is even stated as being responsible for why bad guys are running around in the first place. She also has severe social anxiety which offers natural story material when she pairs up with Megumi Aino, a girl who is highly friendly and outgoing. Megumi isn't perfect, though, as she's not really athletic or academically gifted while also being a bit clumsy and a goofball. Together with Hime's own eccentricities this provides natural material for character antics and the show capitalizes on it.
Another improvement upon past Precure shows are the mascot characters which includes Ribbon, who has a full personality and looks after Hime like Luna did with Usagi. This has been a particular sore point for Precure over the years, with them being used for transparent merchandise peddling and annoying verbal tics. The only verbal tic Ribbon has is speaking in a stereotypically feminine manner, while the other seen mascot speaks in a stereotypically masculine manner.
http://i.imgur.com/KengrgD.jpg
Precure activities aren't simply word of mouth.
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Phantom Empire with global ambitions
On the large-scale, Happiness Charge attempts something new by making the conflict global. In fact, the protagonists of the show aren't even the only team of Precure and their exploits are publicly known. The bad guys are also all personalities in their own right, and frequently exchange lines with the Precures to humorous effect. On the small-scale, Happiness Charge finally makes fetchquest items useful and turns them into disguise tools that also offer the innate abilities of the disguise worn. In effect, it's much like the kind of transformation used in classic magical girl shows like Minky Momo. Also of note is the introduction of Seiji, a young man who helps Megumi and Hime both as a friend and for their roles as Precure. This in particular brings up an issue of romantic interest between Seiji and Megumi which apparently touches on issues relevant to the overall plot. Otherwise, you have well executed character interaction and development. Perhaps most strikingly, each episode thus far has been entertaining as the result of this.
http://i.imgur.com/YIZfHhW.jpg
This is an invitation to improvise!
http://i.imgur.com/1CjYwiS.jpg
Why use magic when baddies work just as well?
As I touched on previously, fights in this show are loosely defined in set up, but are also fairly freeform in execution as well. While it has yet to reach the level of Heartcatch Precure's episodes involving Dark Precure, it stays well above the norm by keeping things energetic and fresh. The stock footage is also well done, and is among the better stock in any magical girl show. While it's in the best interest of the studio to draw things out so that less needs to be done elsewhere, overlong stock footage makes an episode drag and sucks away the energy from an episode. Happiness Charge strikes a good balance here in being able to consume time without letting it feel overlong. The step-by-step progression of the transformation sequences, linked below, is also purposeful and provides impact, and past failings in camera use are not present. Of course, there's also the music, where strings, brass accents, and vocals are employed much like in Sailor Moon.
https://www.youtube.com/watch?v=TC-9yuBy688
https://www.youtube.com/watch?v=QRJaxxFsE04
Overall, Happiness Charge Precure has shown itself willing from episode one to remain unburdened by all of the things that would hold this kind of show back. Directed by the same person who previously directed Heartcatch Precure, considered the best by many, it's evident that lessons were learned from Heartcatch and are being employed here. Every instance where something would be otherwise be staid ritual is considered open for modification as an episode may demand it and small humorous touches are everywhere. More than anything else, though, is the sign of ambition. Happiness Charge isn't content with doing things the way they've been done, and tries to offer a kind of Precure to be celebrated rather than dismissed as a safe marketing ploy. The only achilles heel so far is Toei Animation's ability to properly animate it, and art consistency has not been solid.
In short, this is on the way to being the best Precure show yet, and I've been hyped from the start because I noticed how it was setting itself up to succeed.
http://i.imgur.com/KgKlGU4.jpg
Actual postcard memory