Wednesday, November 21, 2007
Video of the Day: Don't Judge a Girl by Her Voice
Subbed and self-explanatory!
This ad stars indie movie star, Ryo Kase. This first aired during the Japan-Korea World Cup 2002. As an avid soccer fan myself, I find this hilarious and memorable. All in all, a great ad typical of the Japanese.
Asia's Mixing Bowl of Asience
Advertising isn't typically thought of as a cultural movement, but after TSUBAKI's success in changing Japanese women's perspective on beauty, it's now much more relevant as a powerful medium.
Japanese cosmetic giant, Kao, released a shampoo series called Asience two years ago. Asience's message is similar to TSUBAKI's, but except for focusing on the beauty of Japanese women, Asience gives nods to Asian women in general. This campaign actually preceded TSUBAKI's, and airs in multiple Asian countries. It also carries the ambitious goal of marketing to an entire continent and aims to bring countries together under the umbrella of "Asian Beauty."
To do so, Asience hires continent-wide famous actresses or models to front the campaign. The first one to debut in Japan was the version starring Zhang Ziyi, of Crouching Tiger, Hidden Dragon fame.
Although I admire the message behind the campaign, and think its really important to unite different Asian cultures, I'm not particularly fond of the way Asience executed the ads. In terms of art direction, Asience comes across as a lot more cheesier than TSUBAKI. I mean, the fireworks at the end of the ad kind of say it all.
The latest Japanese ad features Korean movie star, Jun Ji Hyun, who found fame in Asia after starring in, My Sassy Girl, which is now considered a classic among Asian cinema fans.
Compared to TSUBAKI, the ad didn't reach much commercial success within Japan. However, the boldness of Kao to bring in Chinese and Korean stars to front their campaign locally is worth a great pat on the back, especially when politics between these countries still run high with tension.
Japanese cosmetic giant, Kao, released a shampoo series called Asience two years ago. Asience's message is similar to TSUBAKI's, but except for focusing on the beauty of Japanese women, Asience gives nods to Asian women in general. This campaign actually preceded TSUBAKI's, and airs in multiple Asian countries. It also carries the ambitious goal of marketing to an entire continent and aims to bring countries together under the umbrella of "Asian Beauty."
To do so, Asience hires continent-wide famous actresses or models to front the campaign. The first one to debut in Japan was the version starring Zhang Ziyi, of Crouching Tiger, Hidden Dragon fame.
Although I admire the message behind the campaign, and think its really important to unite different Asian cultures, I'm not particularly fond of the way Asience executed the ads. In terms of art direction, Asience comes across as a lot more cheesier than TSUBAKI. I mean, the fireworks at the end of the ad kind of say it all.
The latest Japanese ad features Korean movie star, Jun Ji Hyun, who found fame in Asia after starring in, My Sassy Girl, which is now considered a classic among Asian cinema fans.
Compared to TSUBAKI, the ad didn't reach much commercial success within Japan. However, the boldness of Kao to bring in Chinese and Korean stars to front their campaign locally is worth a great pat on the back, especially when politics between these countries still run high with tension.
Hi-Chew's Chewy High
Morinaga's Hi-Chew candies are soft taffy candy that resemble American Starbursts. Except they're better. And way more addictive.
A few years ago, as Hi-Chew's sales were in a slump, it went through an image overhaul and began to make ads under the "Eat Hi-Chew, Be Happy" (Kucchara Hapi Hapi Hi-Chew) campaign. This campaign marked a very different approach for the company--mainly using popular celebrities in the weirdest situations with talking pieces of candy.
When I mean weirdest situations, I do mean weirdest:
The first two feature Ayumi Hamasaki, whom I previously blogged about in the Panasonic post. She no longer endorses them, and was replaced by another popular singer in 2005. Here's his latest commercial:
The ad is to promote a new line of Hi-Chew candies that now come with little flavor bubbles. It stars Tsuyoshi Domoto, one half of the pop boyband duo, KinKi Kids (try not to read much into their name; KinKi is name of their hometown).
A few years ago, as Hi-Chew's sales were in a slump, it went through an image overhaul and began to make ads under the "Eat Hi-Chew, Be Happy" (Kucchara Hapi Hapi Hi-Chew) campaign. This campaign marked a very different approach for the company--mainly using popular celebrities in the weirdest situations with talking pieces of candy.
When I mean weirdest situations, I do mean weirdest:
The first two feature Ayumi Hamasaki, whom I previously blogged about in the Panasonic post. She no longer endorses them, and was replaced by another popular singer in 2005. Here's his latest commercial:
Basically, the main character is about to enter a public bath with his "Hi-Chew" friend, when he points at him in disgust saying "Your skin is full of little bubbles!" The candy retorts that his skin isn't any better, and the two end up doing this lovely dance in the middle of the galaxy.
The ad is to promote a new line of Hi-Chew candies that now come with little flavor bubbles. It stars Tsuyoshi Domoto, one half of the pop boyband duo, KinKi Kids (try not to read much into their name; KinKi is name of their hometown).
All Hail King Dentsu
Dentsu Inc., is undeniably the King of Advertising in Japan.
With a monopoly over 60% of the industry, it regularly churns out many funny and impressionable ads, many which have been mentioned in this blog. Out of the Top 10 Ads of 2007, Dentsu is responsible for five of them. It also posts an annual revenue sales of about one billion yen.
Some of the ads Dentsu has created include the SoftBank campaigns, Dakara, Boss, DoCoMo 2.0, etc. Because of its phenomenal success, it's also one of the most popular and hardest company to enter as an employee.
Tuesday, November 20, 2007
Sony Colored Stories
Continuing the exploration of Japan's obsession with the "mega-ad-campaign," I recall an earlier Sony commercial from 2003 that garnered lots of attention thanks to it's two stars.
The two actors, Shibasaki Kou and Odagiri Joe, play a couple who's love is concreted by the magical Sony MD Walkman, which was just released at the time.
Cringing yet? The ads are just as cheesy as they sound. But at the same time, it leaves the fan girl in me giggling. And the MDs are purty.
The campaign was based on four consecutively released clips, titled "Red," "Blue," "Silver" stories with an additional "Soundgate" special edition. Have a look:
Red Story:
Blue Story:
Soundgate Edition:
The two actors, Shibasaki Kou and Odagiri Joe, play a couple who's love is concreted by the magical Sony MD Walkman, which was just released at the time.
Cringing yet? The ads are just as cheesy as they sound. But at the same time, it leaves the fan girl in me giggling. And the MDs are purty.
The campaign was based on four consecutively released clips, titled "Red," "Blue," "Silver" stories with an additional "Soundgate" special edition. Have a look:
Red Story:
Blue Story:
Soundgate Edition:
Many Faces of Shibuya 109 (pt. II)
I previously posted an entry introducing one of Tokyo's most famous buildings, Shibuya 109.
Besides of its architectural uniqueness and billboard, it is also where a late 90s fashion trend, known as the gyaru or ganguro fashion began. If these terms aren't familiar to you, maybe these images are:
This type of gyaru style is one of Shibuya 109's characteristics, which became a staple of Tokyo fashion as a result of increasing pro-Western and pro-African American mindsets. Since the gyaru trend considerably died down since the turn of the millennium, it's increasingly hard to find girls fully decked out and made up like the black-face painted girls above. But their styles of fashion still remain similar and are unmistakably Shibuya.
Shops in 109 are all concentrated on this particular type of fashion. Think flashy, sexy, and colorful clothing inspired by cheesy trance/techno music. It's obvious that the store fronts in 109 themselves are equally flashy and overwhelming. Here's a clip from a tourist walking around a floor:
Even the two Japanese tour guides who lead the camera can be heard saying, "Too much..."
If you concentrate, you can probably hear a high-pitched, nasal voice repeat the phrase irrashaimase!(translation: "Welcome!") over and over.
This is a type of shop advertising shopkeepers in Japan use to try and differentiate themselves from competitors. While it started this way, now this kind of high-pitched welcome is a staple in Japanese stores all over Tokyo, not only in Shibuya.
The sound of these shopkeepers aren't only funny to foreigners, but even to local Japanese. It helped launch the career of a current "it-comedian," Yanagihara Kanako. Her debut gag was based on these Shibuya 109 storekeepers, and immediately became a hit. Below is a clip of her actually performing her gag in front of real Shibuya 109 store clerks.
Besides of its architectural uniqueness and billboard, it is also where a late 90s fashion trend, known as the gyaru or ganguro fashion began. If these terms aren't familiar to you, maybe these images are:
This type of gyaru style is one of Shibuya 109's characteristics, which became a staple of Tokyo fashion as a result of increasing pro-Western and pro-African American mindsets. Since the gyaru trend considerably died down since the turn of the millennium, it's increasingly hard to find girls fully decked out and made up like the black-face painted girls above. But their styles of fashion still remain similar and are unmistakably Shibuya.
Shops in 109 are all concentrated on this particular type of fashion. Think flashy, sexy, and colorful clothing inspired by cheesy trance/techno music. It's obvious that the store fronts in 109 themselves are equally flashy and overwhelming. Here's a clip from a tourist walking around a floor:
Even the two Japanese tour guides who lead the camera can be heard saying, "Too much..."
If you concentrate, you can probably hear a high-pitched, nasal voice repeat the phrase irrashaimase!(translation: "Welcome!") over and over.
This is a type of shop advertising shopkeepers in Japan use to try and differentiate themselves from competitors. While it started this way, now this kind of high-pitched welcome is a staple in Japanese stores all over Tokyo, not only in Shibuya.
The sound of these shopkeepers aren't only funny to foreigners, but even to local Japanese. It helped launch the career of a current "it-comedian," Yanagihara Kanako. Her debut gag was based on these Shibuya 109 storekeepers, and immediately became a hit. Below is a clip of her actually performing her gag in front of real Shibuya 109 store clerks.
The Great Gatsby
Here is Japan's never aging-pop idol, Kimura Takuya, fronting the hair gel brand, Gatsby.
Wow, he's even prettier than I....
Pop Princess' Panasonic
If you've read through some of my older posts, you may have noticed a trend in Japanese advertising that revolves around the magnetic power of the celebrity.Panasonic, a worldwide powerhouse for electronics, has hired "Empress of J-Pop," Ayumi Hamasaki, as their spokesmodel since 2002. Each ad in the campaign transforms Hamasaki into a different character; sometimes she's a traditional, kimono-clad woman, other times she's a British countess sitting in a train through the UK countryside. Part of the allure of the campaign is seeing what Panasonic and Ayu, as she's known as from fans, will do next.
Hamasaki, who holds the record for the highest single sales in Jpop history, comes with a hefty price. For Panasonic to stay loyal to her for over five years (and show no signs of stopping), shows how effective she is a product spokesmodel. A continuous contract of so long is quite rare in the Japanese advertising industry, making her a steady example against the fickle world of the entertainment business.
Here's one of her TV spots from 2003:
And her latest one in 2007:
One of her campaigns from before stressed the new slim model of the Lumix cameras. Her connection to it was her own slim frame, with an incredibly low body fat percentage of 15.
Annoying izzinit.
Ads On The Go
Almost anyone familiar with advertising knows that it's all about maximum exposure; being seen, being heard, being talked about.
In Japan, one way companies meet all three of those requirements is by using the portable billboard. A common sight in Japan's big cities are "promotional trucks" that do nothing but circle busy areas of the city, being seen, being heard, being talked about.
This strategy is especially favored among record companies promoting some artists' new song, for not only do they have huge, blown-up versions of their faces floating around the city, they also come with a speaker on the truck blaring a sample of the song. When artists go on tour, many also have their trailers or tour buses wrapped in a big promotional ad.
**special thanks to sanchome for photos!
In Japan, one way companies meet all three of those requirements is by using the portable billboard. A common sight in Japan's big cities are "promotional trucks" that do nothing but circle busy areas of the city, being seen, being heard, being talked about.
This strategy is especially favored among record companies promoting some artists' new song, for not only do they have huge, blown-up versions of their faces floating around the city, they also come with a speaker on the truck blaring a sample of the song. When artists go on tour, many also have their trailers or tour buses wrapped in a big promotional ad.
**special thanks to sanchome for photos!
Go Find Your Wonders
After mentioning Sony's Rec You campaign as a great example of user-input advertising, I sort of felt a pang of guilt for not mentioning Olympus' equally wonderful camera commercials.
For their new "E-type" camera, Olympus introduced the Olympus Wonder campaign, featuring the tagline "go find your wonders." The main campaign is an Internet-based photo competition, where users of the E-type camera submit photos on to the site. The winner's photos are later chosen and featured on the site in the fashion of a commercial.
Olympus is already on to their third version of such contest, signaling the popularity of the campaign as submissions keep rolling in. Below is a screenshot of the site, made up by a mosaic of user-submitted photos.
Aside from the Internet-competition, here is the TV spot that accompanied the campaign.
While I love the idea behind the campaign, I attribute half of the emotional appeal to the background music, sung by popular veteran band, Mr. Children, who are the 2nd highest selling artists in Japanese pop history.
The song in the ad, Irodori (which literally translates as "colors") is one of those emo ballads that just push all the right buttons. Even without paying attention to the lyrics, a sense of nostalgia washes over you, aptly matching the mood of the photos. This leaves viewers (or maybe just me?) blown away by the photos, which if seen under a critical eye, really aren't that great.
Actress Miyazaki Aoi, who is famous for forever looking fifteen, fronts the campaign. Her photo collection is the introduction to the photo competition site, and Olympus keeps fans coming back through their exclusive blog, where Aoi uploads photos she takes on a weekly basis.
This trend of user-input ad campaigns is like reality TV (which thankfully, has never really took off in Japan), except less obscene and more meaningful. Well for now, that is.
For their new "E-type" camera, Olympus introduced the Olympus Wonder campaign, featuring the tagline "go find your wonders." The main campaign is an Internet-based photo competition, where users of the E-type camera submit photos on to the site. The winner's photos are later chosen and featured on the site in the fashion of a commercial.
Olympus is already on to their third version of such contest, signaling the popularity of the campaign as submissions keep rolling in. Below is a screenshot of the site, made up by a mosaic of user-submitted photos.
Aside from the Internet-competition, here is the TV spot that accompanied the campaign.
While I love the idea behind the campaign, I attribute half of the emotional appeal to the background music, sung by popular veteran band, Mr. Children, who are the 2nd highest selling artists in Japanese pop history.
The song in the ad, Irodori (which literally translates as "colors") is one of those emo ballads that just push all the right buttons. Even without paying attention to the lyrics, a sense of nostalgia washes over you, aptly matching the mood of the photos. This leaves viewers (or maybe just me?) blown away by the photos, which if seen under a critical eye, really aren't that great.
Actress Miyazaki Aoi, who is famous for forever looking fifteen, fronts the campaign. Her photo collection is the introduction to the photo competition site, and Olympus keeps fans coming back through their exclusive blog, where Aoi uploads photos she takes on a weekly basis.This trend of user-input ad campaigns is like reality TV (which thankfully, has never really took off in Japan), except less obscene and more meaningful. Well for now, that is.
Video of the Day: Tsubaki White Makeover
Today's clip of the day comes from the massively successful TSUBAKI shampoo campaign I posted about yesterday.
This ad is introducing the first TSUBAKI spin-off: a new "white" line of hair products that focuses on extra damaged hair. Besides of that, this ad resembles all other the other TSUBAKI ads, with a flurry of popular Japanese actresses, hair swaying perfectly in the wind.
The theme song in the background, which is sung by top-selling Japanese boyband, SMAP, is also consistent with the usual "red" TSUBAKI campaign. Appropriately, the beginning of the chorus begins with "Welcome, welcome to Japan."
Despite not being Japanese myself, there's still something very empowering about these commercials. I think the message of self-confidence from these images expands over nationality.
Or is that just me?
This ad is introducing the first TSUBAKI spin-off: a new "white" line of hair products that focuses on extra damaged hair. Besides of that, this ad resembles all other the other TSUBAKI ads, with a flurry of popular Japanese actresses, hair swaying perfectly in the wind.
The theme song in the background, which is sung by top-selling Japanese boyband, SMAP, is also consistent with the usual "red" TSUBAKI campaign. Appropriately, the beginning of the chorus begins with "Welcome, welcome to Japan."
Despite not being Japanese myself, there's still something very empowering about these commercials. I think the message of self-confidence from these images expands over nationality.
Or is that just me?
Monday, November 19, 2007
Because We Too, Are Beautiful
On the surface, this may seem like your typical beautiful, yet over the top shampoo commercial. Yet the TSUBAKI campaign is significant in that it's one of the first ads to proudly declare the beauty of Japanese women. Most other shampoo ads in Japan had always featured foreigners, again highlighting how in Japan, the standard of beauty is of the West.
TSUBAKI and their tagline "The Women of Japan are Beautiful," aim to change this. While this certainly isn't the first shampoo ad to include Japanese women, this type of in-your-face "declaration" is a first.
Since it's debut in 2006, TSUBAKI has signed on dozens of spokesmodels, mainly actresses and models. Featured below are actress Aoi Yuu and model, Watanabe Ann (who btw, is The Last Samurai's Ken Watanabe's daugther).
"Japanese women are starting to have confidence in themselves," said Yoko Kawashima of Itochu Fashion System, a marketing company.
But now, young people are taking a different cue from Westerners and rediscovering sushi, manga animation, kimono and other elements of Japanese culture, said Kawashima, who has written a book about the success of Shiseido's branding strategy.
"Shiseido has totally changed the shampoo market," Ikegami said. "Tsubaki has become more like a Louis Vuitton bag."
According to this same IHT article, TSUBAKI raked in $155 million in its first year sales.The Tsubaki story reflects broader societal changes in Japan, and some say future marketing will choose images that are even closer to home.
Culturally, this ad has also spawned a slew of imitators trying to adapt the same concept to their own niche. For example, I've seen "Ninja Women are Beautiful," or "The Women of [Insert Favorite Anime] are Beautiful" video clips on YouTube. Sadly, none measure up to the original.
WELCOME Yookoso Nihon he!Free Goodies (pt. 2): Fans, Folders, Food and More!
As mentioned earlier, one form of advertising in Japan is disguised as free tissue packs, which are a staple of Tokyo's busy streets.
Stemming from this idea, companies have churned out more freebies to hand out as advertising. In the summer, the "hottest" item of all to give out is the ubiquitous plastic fan, pictured below.
Many stores hand them out like tissues, while others keep them in stores for incoming customers to take for free. They're so popular that with everyone on the streets holding one, they almost look like fashion accessories.
Again, I think this type of advertising is only a win-win for both companies and consumers. It's advertising with a human touch, if I may say so. (Yeah, who am I kidding, I just like free stuff. Who doesn't?)
Other items to pick up next time you're in town: free tissue, ice-cream (during summer), gum, snacks, hand warmers (winter) , and stationary, including pens and folders, as pictured below.
Makes you feel sort of stupid spending $1 actually purchasing them at the Bookstore...
Stemming from this idea, companies have churned out more freebies to hand out as advertising. In the summer, the "hottest" item of all to give out is the ubiquitous plastic fan, pictured below.
Many stores hand them out like tissues, while others keep them in stores for incoming customers to take for free. They're so popular that with everyone on the streets holding one, they almost look like fashion accessories.
Again, I think this type of advertising is only a win-win for both companies and consumers. It's advertising with a human touch, if I may say so. (Yeah, who am I kidding, I just like free stuff. Who doesn't?)
Other items to pick up next time you're in town: free tissue, ice-cream (during summer), gum, snacks, hand warmers (winter) , and stationary, including pens and folders, as pictured below.
Makes you feel sort of stupid spending $1 actually purchasing them at the Bookstore...
Rec You
Sony is one of the world's leaders when it comes to cutting edge and user-integrated technology. It comes as no surprise that one of the most successful audience driven ad campaigns of recent times is from Sony.
For their new Walkman prodcut, they've launched RecYou, most likely short for Record You, which does exactly as the name suggest--it records you. You upload your own head shot on to the site, and it proceeds to transform you into one mean singing machine.
Here's the original ad example from Sony:
The ad shows the end product being screened onto one of Tokyo's most famous office towers, Roppongi Hills. I haven't heard or seen other examples of this, but according to this blog, Sony will randomly choose user-submitted photos to be used in their campaign and screen them in public places as well.
I think user-input media are the way of the future, and ad campaigns like this are not only funny, but get consumers excited and involved, which is a surefire way to generate buzz. While Sony certainly achieved this, most of the the people I've talked to about this campaign didn't know it was promoting the Walkman music player. Oh well, it's all about the buzz, no?
And if you fancy your singing head screened on the side of an office building, give it a try at RecYou.jp.
For their new Walkman prodcut, they've launched RecYou, most likely short for Record You, which does exactly as the name suggest--it records you. You upload your own head shot on to the site, and it proceeds to transform you into one mean singing machine.
Here's the original ad example from Sony:
The ad shows the end product being screened onto one of Tokyo's most famous office towers, Roppongi Hills. I haven't heard or seen other examples of this, but according to this blog, Sony will randomly choose user-submitted photos to be used in their campaign and screen them in public places as well.
I think user-input media are the way of the future, and ad campaigns like this are not only funny, but get consumers excited and involved, which is a surefire way to generate buzz. While Sony certainly achieved this, most of the the people I've talked to about this campaign didn't know it was promoting the Walkman music player. Oh well, it's all about the buzz, no?
And if you fancy your singing head screened on the side of an office building, give it a try at RecYou.jp.
Many Faces of Shibuya 109 (pt. I)
For anyone who's ever been or plans to visit Tokyo, Shibuya is one of the must-see destinations. Not only is it one of the most dizzying, colorful, neon-lit areas of the metropolis, it is also a trend-setting breeding ground for Japan's gyaru and ganguro, and contains the world's busiest scramble crossing.
One of the buildings that made Shibuya famous is a nine-story shopping complex called Shibuya 109. This building is an icon for Tokyo, not only because of its round-shaped look, but also because of its use as a huge billboard, or rather, a newsflash on what's the current hot product on sale.
Here are the many faces of this famous building:
One of the buildings that made Shibuya famous is a nine-story shopping complex called Shibuya 109. This building is an icon for Tokyo, not only because of its round-shaped look, but also because of its use as a huge billboard, or rather, a newsflash on what's the current hot product on sale.Here are the many faces of this famous building:
Impossible Is Nothing
Adidas' global campaign, "Impossible Is Nothing," takes on Japan. This campaign was also ranked 2nd in the Top 10 Ads of 2007.
24's Calorie Count
Kiefer Sutherland's "only in Japan" commercial for on-the-go meal bar, Calorie Mate.
Video of the Day: Magical Stool
Today's clip of the day is ripped from a TV shopping channel, for the product of a "Magical Multi-Usage Stool"!
A rough translation: (they basically repeat this same dialogue every time)
This was sent to me by a Japanese friend as a joke, and most don't take it too seriously. But according to Japanese Wikipedia, this was a real ad aired on Denkura, which also is a real television shopping show in Western Japan.
Either way, it's a rather entertaining clip that gives you an idea of some of the most random things that appear only in Japan. Start saving up your 8,800 yen (around 80 USD) for your own gold magical stool!
A rough translation: (they basically repeat this same dialogue every time)
Voice over: Denkura Television Shopping!The clip is over five minutes long, but already by the 30th second, viewers are left scratching their heads. The uses of this "Magical Stool" become more ridiculous as the ad goes on. For example, some use it to sit, others use it to hold their arm in place while taking one's blood pressure, or even as an armrest to nap on a bench during lunch break.
Woman: Today we're happy to introduce a very useful and handy everyday necessity.
Man: Yes! We're here to introduce the "Magical Multi-Usage Stool"!
Woman: It's gorgeous!
Man: Yes! Whether for sitting or more, it stands out!
This introduction is followed by "testimonials" of customers using it multiple different ways.
This was sent to me by a Japanese friend as a joke, and most don't take it too seriously. But according to Japanese Wikipedia, this was a real ad aired on Denkura, which also is a real television shopping show in Western Japan.
Either way, it's a rather entertaining clip that gives you an idea of some of the most random things that appear only in Japan. Start saving up your 8,800 yen (around 80 USD) for your own gold magical stool!
Toyota's Human Touch
A somewhat older Toyota commercial ad.
I don't know whether to be impressed or creeped out. It's a little too human for me. Hilarious though.
I don't know whether to be impressed or creeped out. It's a little too human for me. Hilarious though.
Free Goodies (pt.1): Tissue Madness
In Japan, you never have to worry about a runny nose or a spilled drink when you're on the go. Walk past any major train station or busy intersection, there's bound to be someone stuffing free packs of tissue into your face, accompanied with a hurried yoroshiku onegaishimasu!(which literally means "thank you in advance!")
These tissues are actually little ads with a small flyer tucked inside the tissue pack. Surprisingly enough, I noticed that most local Japanese don't really accept them. Maybe because they already five free packs from some other eager company, or it could be the fact that the majority of these tissues contain ads recruiting for shady nightclubs and such.
Personally, I think it's a great way to promote something cheaply, without using digital media where ad space comes with a hefty price tag. I don't know exactly how effective this method of promotion is in terms of concrete numbers, but to me, attaching something useful gives an incentive for people to actually take the ads. It puzzles me why such advertising methods don't spread overseas. I know I'd really like some free tissue in New York.
For more, here's a blog entry that gives a great sum up of free tissue advertising in Japan.
These tissues are actually little ads with a small flyer tucked inside the tissue pack. Surprisingly enough, I noticed that most local Japanese don't really accept them. Maybe because they already five free packs from some other eager company, or it could be the fact that the majority of these tissues contain ads recruiting for shady nightclubs and such.
Personally, I think it's a great way to promote something cheaply, without using digital media where ad space comes with a hefty price tag. I don't know exactly how effective this method of promotion is in terms of concrete numbers, but to me, attaching something useful gives an incentive for people to actually take the ads. It puzzles me why such advertising methods don't spread overseas. I know I'd really like some free tissue in New York.
For more, here's a blog entry that gives a great sum up of free tissue advertising in Japan.
Sunday, November 18, 2007
Video of the Day: Incidental Jaw Action
Today's clip is promoting a new album from a popular Japanese band aptly called Tokyo Incidents.
I particularly like this commercial for it varied from other music promotional ads, which normally just show 15 to 30 seconds of artists' music videos and call it a day. This ad manipulated the new album cover and transposed a nutcracker jaw on to the lead singer.
The quirkiness also fits in well with the band's image as a pop/rock/ska/jazz band famous for their alternative performances. And really, that jaw itself is enough to warrant a post all to itself.
For those interested, here's a cover this band did of a 1976 Ned Doheny song, "Get It Up For Love."
They're brilliant.
I particularly like this commercial for it varied from other music promotional ads, which normally just show 15 to 30 seconds of artists' music videos and call it a day. This ad manipulated the new album cover and transposed a nutcracker jaw on to the lead singer.
The quirkiness also fits in well with the band's image as a pop/rock/ska/jazz band famous for their alternative performances. And really, that jaw itself is enough to warrant a post all to itself.
For those interested, here's a cover this band did of a 1976 Ned Doheny song, "Get It Up For Love."
They're brilliant.
Relax Vitz Rilakkuma
Here's a Toyota "Vitz" model car ad that aired in Sept. 2007. This model is probably better known as the "Yaris" in the States.
Okay say it with me, AWWWW.....
Known for doing nothing but eating and sleeping all day, Rilakkuma's name comes from "relax" plus kuma, Japanese for "bear," making him literally the "Relaxing Bear."
He's used in this "Vitz" ad to highlight how relaxing it is to drive the car, that its even Rilakkuma-approved.
Ever since his "debut" in 2003, he's quickly become a star, capturing the hearts of many who admire his talents for sleeping in and lounging around all day. Like many of his other wide-eyed, innocent-looking, cute cartoon counterparts, he has his own entourage (as seen above), his own stationary set, his own cookie and cake boxes, thousands of stuffed toys, and of course legions of fans around the world.
Here's only a fraction of the Rilakkuma variations out there.
And here's some weird woman freaking out over Rilakkuma stuffed toys....oh wait, that's me!
Umm, anyways, featuring Rilakkuma in this ad also gives a nod to Japan's obsession with anything "cute," regardless of age. Its not uncommon to see women in their 30s fawning over the latest Hello Kitty or Disney character. Popular cartoon characters also appear in anything from pens to cameras to phones, which all sell like crazy. This is probably related to the popularity of anime and comic mangas in Japan, which are regular national pastimes and a huge aspect of modern-day Japanese culture.
Okay say it with me, AWWWW.....
In the ad, the main woman leaves her (randomly French-speaking) workplace, to find Rilakkuma waiting outside by her car. She asks him if he's going to chauffeur her, but cuts him off by saying, "But to me, driving is my relaxing time!"
Known for doing nothing but eating and sleeping all day, Rilakkuma's name comes from "relax" plus kuma, Japanese for "bear," making him literally the "Relaxing Bear."
He's used in this "Vitz" ad to highlight how relaxing it is to drive the car, that its even Rilakkuma-approved.Ever since his "debut" in 2003, he's quickly become a star, capturing the hearts of many who admire his talents for sleeping in and lounging around all day. Like many of his other wide-eyed, innocent-looking, cute cartoon counterparts, he has his own entourage (as seen above), his own stationary set, his own cookie and cake boxes, thousands of stuffed toys, and of course legions of fans around the world.
Here's only a fraction of the Rilakkuma variations out there.
And here's some weird woman freaking out over Rilakkuma stuffed toys....oh wait, that's me!Umm, anyways, featuring Rilakkuma in this ad also gives a nod to Japan's obsession with anything "cute," regardless of age. Its not uncommon to see women in their 30s fawning over the latest Hello Kitty or Disney character. Popular cartoon characters also appear in anything from pens to cameras to phones, which all sell like crazy. This is probably related to the popularity of anime and comic mangas in Japan, which are regular national pastimes and a huge aspect of modern-day Japanese culture.
Saturday, November 17, 2007
Video of the Day: DoCoMo 2.0 Borderless Phones
Today's ad of the day is from the DoCoMo 2.0 campaign I previously posted about.
This is one of the more recent ads which debuted this month in November, where the DoCoMo 2.0 services began all-inclusive international coverage.
This particular ad is a personal favorite, starring two young actors, Aoi Yuu and Eita. From the start of the DoCoMo 2.0 campaign, these two were already pitched as a probable couple, and here the two discuss their relationship while traveling through six countries, of course without halting the conversation flow at all.
Here's a rough translation:
Okay so, I may be slightly biased since the two are my favorites, but I think it's also very nicely executed, no?
This is one of the more recent ads which debuted this month in November, where the DoCoMo 2.0 services began all-inclusive international coverage.
This particular ad is a personal favorite, starring two young actors, Aoi Yuu and Eita. From the start of the DoCoMo 2.0 campaign, these two were already pitched as a probable couple, and here the two discuss their relationship while traveling through six countries, of course without halting the conversation flow at all.
Here's a rough translation:
Eita: Hey...So would you say that we're a couple now?
Yuu: Hm, who knows.
Eita: Who knows huh.
Yuu: I was asked by a friend.
Eita: About what?
Yuu: If I was seeing anyone now...
Eita: Mm..and?
Yuu: I answered "maybe."
Eita: What's "maybe" supposed to mean?
Yuu: *giggles*
Eita: Hey. Do you believe in destiny?
Yuu: Do you?
Eita: I do (as the two meet in Paris).
Yuu: So do I.
-Voiceover-: Usable around the globe, "ALL-IN World Mobiles" DoCoMo 905i.
Okay so, I may be slightly biased since the two are my favorites, but I think it's also very nicely executed, no?
DoCoMo 2.0
It's a good season for mobile phone carriers in Japan. Well, at least ad-wise.
Here's another mobile phone campaign that has been taking Japan by storm. This time it's from NTT DoCoMo, by far the industry leaders for years (despite SoftBank's successes detailed in previous posts, their huge growth in subscribers makes them only 1/3 the size of DoCoMo's empire).
Below is the campaign photo that kicked off the "DoCoMo 2.0" campaign which began at the beginning for summer this year.
No phone in hand, just eight men and women lined up, dressed in flashy garb. If one didn't know the DoCoMo name, this could easily be a random ad for clothing, toothpaste, or flashlights, take your pick.
DoCoMo has traditionally advertised with wholesome, family-oriented ads to appeal to customers of all ages, especially older ones. But with the 2.0 ads, they've rounded up eight talented "it" actors and actresses to front the campaign, obviously attempting to now tap into the younger market.
Subsequently, the entire presentation of the campaign is very hip. For example, their print ads always resemble fashion ads more than phone ads. Here's the "fall/winter 07-08 collection."
Very chic. Very un-phone commercial-y.
The campaign's premise is based on the eight friends who meet at a gokon, or a group-based blind date. The eight are naturally paired off into possible couples, whose roads to happily-ever-after are chronicled in later ads. This gokon was shown in the debut commercial, which was a seven-minute clip shown on the Internet. Below is the shortened version for TV:
DoCoMo didn't air the seven-minute version on TV for obvious cost reasons, but it did cause lots of buzz with Internet users. And they definitely did splash out the big bucks by covering billboards, posters, and even wrapping around entire train compartments with the now iconic DoCoMo 2.0 red star.
To show the scale of the campaign, here's a teaser ad shown simultaneously across multiple TV screens at one of the world's most famous street crossings in Shibuya (perhaps familiar to those who've watched Lost in Translation).
There's a certain arrogance to DoCoMo's campaign, maybe due to the company's position as industry leader, or the fact that they have such a strong cast line up. But as I sit here staring at my DoCoMo 2.0 wallpaper and screensaver (which by the way, looks great and can be personalized with messages and photos, free at the superbly designed docomo2.jp), I suppose they're doing something right to attract young consumers. Needless to say, I personally love the campaign.
DoCoMo 2.0 and previous SoftBank's commercials highlight the current trend in Japanese advertisements to employ the "mega-campaign" method. I.e., well known celebrities + quirky, funny material + multiple commercials with a sense of continuation = a winning combo.
More examples of the "mega-campaign" to come.
Hope you'll try to stay awake....or not.
Here's another mobile phone campaign that has been taking Japan by storm. This time it's from NTT DoCoMo, by far the industry leaders for years (despite SoftBank's successes detailed in previous posts, their huge growth in subscribers makes them only 1/3 the size of DoCoMo's empire).
Below is the campaign photo that kicked off the "DoCoMo 2.0" campaign which began at the beginning for summer this year.
No phone in hand, just eight men and women lined up, dressed in flashy garb. If one didn't know the DoCoMo name, this could easily be a random ad for clothing, toothpaste, or flashlights, take your pick.DoCoMo has traditionally advertised with wholesome, family-oriented ads to appeal to customers of all ages, especially older ones. But with the 2.0 ads, they've rounded up eight talented "it" actors and actresses to front the campaign, obviously attempting to now tap into the younger market.
Subsequently, the entire presentation of the campaign is very hip. For example, their print ads always resemble fashion ads more than phone ads. Here's the "fall/winter 07-08 collection."
Very chic. Very un-phone commercial-y.
The campaign's premise is based on the eight friends who meet at a gokon, or a group-based blind date. The eight are naturally paired off into possible couples, whose roads to happily-ever-after are chronicled in later ads. This gokon was shown in the debut commercial, which was a seven-minute clip shown on the Internet. Below is the shortened version for TV:
DoCoMo didn't air the seven-minute version on TV for obvious cost reasons, but it did cause lots of buzz with Internet users. And they definitely did splash out the big bucks by covering billboards, posters, and even wrapping around entire train compartments with the now iconic DoCoMo 2.0 red star.
To show the scale of the campaign, here's a teaser ad shown simultaneously across multiple TV screens at one of the world's most famous street crossings in Shibuya (perhaps familiar to those who've watched Lost in Translation).
There's a certain arrogance to DoCoMo's campaign, maybe due to the company's position as industry leader, or the fact that they have such a strong cast line up. But as I sit here staring at my DoCoMo 2.0 wallpaper and screensaver (which by the way, looks great and can be personalized with messages and photos, free at the superbly designed docomo2.jp), I suppose they're doing something right to attract young consumers. Needless to say, I personally love the campaign.
DoCoMo 2.0 and previous SoftBank's commercials highlight the current trend in Japanese advertisements to employ the "mega-campaign" method. I.e., well known celebrities + quirky, funny material + multiple commercials with a sense of continuation = a winning combo.
More examples of the "mega-campaign" to come.
Hope you'll try to stay awake....or not.
Friday, November 16, 2007
Video of the Day: SoftBank "Have You Seen My Dorayaki?"
Today's video clip of the day is my favorite clip from the SoftBank "White Family" campaign. Okay I know I've rambled on about SoftBank for too long, but this was just too cute to pass up.
And before going any further, this is a dorayaki. They're like spongecakes filled with a sweet bean paste.
A rough translation:
A similar concept was depicted in a stateside Verizon commercial (where a father texts his son at the same dinner table to pass the ketchup), but the sheer absurdity of the dog as the father and the mother searching frantically for something as trivial as a dorayaki makes this particular ad stand out.
And before going any further, this is a dorayaki. They're like spongecakes filled with a sweet bean paste.
A rough translation:
Aya: Yes, Mom?Okay, it sounds kind of awkward if you just read the dialogue on its own in English. But anyway.
Mom: Hello, hey have you seen my dorayaki?
Aya: Nope, I don't know, isn't it Bro who took it?
Mom: Oh right, let me ask him. *dials phone*
Bro: Hello, no, I don't have it.
Mom: Excuse me, I haven't even said anything yet...oh hey, everyone's right here!
Mom: Hey honey, have you seen...hey wait! I said wait, where are you going!
Dog: Oh, crap...
Mom: OPEN THE DOOR!
Oh right, *dials phone* MY DORAYAKI!!
Dog: I ate it!
A similar concept was depicted in a stateside Verizon commercial (where a father texts his son at the same dinner table to pass the ketchup), but the sheer absurdity of the dog as the father and the mother searching frantically for something as trivial as a dorayaki makes this particular ad stand out.
SoftBank, Hard Money (pt. II)
Continuing on my last post, here another ad campaign that helped SoftBank Mobile turn around and become one of the fastest growing cellphone carriers in Japan.
I present to you this lovely family portrait of the "Whites."
This nonsensical, fictional family is centered around Aya (seated top, right), who is a SoftBank store clerk. Pictured are also her African-American brother, mother and a talking dog as her father. Puzzled? So are the 128 million people in Japan.
But the tongue-in-cheek campaign is a hit, and I personally am a fan as well. This campaign also ranked 2nd for the annual Top 10 TV Ads as selected by the All Japan Radio & Television Commercial Confederation. (And as a sidenote, SoftBank's Cameron ads came in 4th.)
The ad initially gained popularity because of Aya Ueto, a popular actress/singer, who plays Aya. But the clever quirkiness and humor of the ads ultimately makes it so appealing.
For instance, in the ads, the brother is known as "YO-SOU Guy." This is a play on words from the Japanese phrase yo-sou-gai which means "unexpected." Gai by itself also means "foreign," hence, his name = Unexpected Foreign Guy (As Brother).
Details of the "White Plan" (which offers unlimited calling for family members and friends) are weaved into the conversations the characters have.
Here's the debut ad which started the campaign in Spring 2007:
I present to you this lovely family portrait of the "Whites."
This nonsensical, fictional family is centered around Aya (seated top, right), who is a SoftBank store clerk. Pictured are also her African-American brother, mother and a talking dog as her father. Puzzled? So are the 128 million people in Japan.
But the tongue-in-cheek campaign is a hit, and I personally am a fan as well. This campaign also ranked 2nd for the annual Top 10 TV Ads as selected by the All Japan Radio & Television Commercial Confederation. (And as a sidenote, SoftBank's Cameron ads came in 4th.)
The ad initially gained popularity because of Aya Ueto, a popular actress/singer, who plays Aya. But the clever quirkiness and humor of the ads ultimately makes it so appealing.
For instance, in the ads, the brother is known as "YO-SOU Guy." This is a play on words from the Japanese phrase yo-sou-gai which means "unexpected." Gai by itself also means "foreign," hence, his name = Unexpected Foreign Guy (As Brother).
Details of the "White Plan" (which offers unlimited calling for family members and friends) are weaved into the conversations the characters have.
Here's the debut ad which started the campaign in Spring 2007:
This ad is basically quirky, meaningless talk to introduce each character. The quirkiness makes each character memorable, and as SoftBank rolls out each new commercial, you slowly learn more about each. This is a great way to keep audiences hooked, since it really feels like you're watching a mini-TV series.And here's a recent commercial from which aired earlier this month:
Here, Aya and her mom run into Yo-sou-Guy in the park, who is accompanied by an unknown girl. Aya teases her brother about the girl, when the girl declares she and Yo-sou-Guy are tada friends, with tada meaning "just."So far there are about 10 clips in the series, all available on YouTube. Although some of them don't make any sense (even if you understand Japanese), most are cute and worth a look.
In another play on words, tada also means "free" in Japanese, so Aya responds by asking "so you guys are FREE friends?" This of course is a shameless, yet somewhat funny lead-in to SoftBank's "free friends" campaign, which is subsequently celebrated in an over-the-top friendship ritual at the end.
SoftBank, Hard Money (pt. I)
Diaz fronted the brand since Oct. 2006, and has since filmed four television spots for the company. Brad Pitt is another Hollywood A-lister to feature in SoftBank commercials, but it's Diaz's campaign that seemed to blanket Tokyo when I was in town a few months ago. Here's her heavily played TV spot from summer 2007.
And another from 2006:
She looks gorgeous, but the ads are pretty ridiculous. For all we know, she's not even holding a SoftBank phone. There's hardly any focus or mention at all of the phone or the services. Rumor has it she was paid $3 million for 6 hours of work on these commercials. I believe these were even filmed in LA, despite being an OIJ feature.
Aside from her uneventful TV spots, SoftBank also paid to have Cameron's pretty mug plastered all over Tokyo. Lovely as she is, I'm not a big fan of Ms. Diaz. Yet every time I passed by one of those ads, I, like many around me, couldn't help but stare back at her mesmerizing, super-Photoshopped eyes. I suppose that's good art direction for ya.(Below, Cameron stares out from the stylish SoftBank store in Omotesandou, one of Tokyo's fashionable districts, reminiscent of a mixture of Fifth Avenue and Soho.)
And Softbank's millions paid off. According to the Japanese Telecommunications Carriers Association, Softbank currently leads its competitors with the greatest increase in subscribers for the past six months and counting. Ka-ching!
Thursday, November 15, 2007
Video of the Day: Intel Sex Change
Each day, I'll be posting video clips of Japanese ads I particularly like.
I start off with one of my favorites from 2006, for the Intel Core 2 Duo Processor.
In the ad, a mother tries to wake her son, Takashi, up, only to discover that he's transformed into a teen girl. To her mother's horror, the new Takashi goes on to "explore" his new body.
There isn't much dialogue here except for the mother screaming "Takashi WAKE UP" at the beginning and "Takashi STOP THAT" at the end, and the rest is pretty much self-explanatory.
The basis of the ad is how Intel Core 2 Duo is so revolutionary that it's causing huge changes like this dramatic "sex change."
I thought this was hilarious and rather creative, but I apologize if some may find this slightly in bad taste.
I start off with one of my favorites from 2006, for the Intel Core 2 Duo Processor.
In the ad, a mother tries to wake her son, Takashi, up, only to discover that he's transformed into a teen girl. To her mother's horror, the new Takashi goes on to "explore" his new body.
There isn't much dialogue here except for the mother screaming "Takashi WAKE UP" at the beginning and "Takashi STOP THAT" at the end, and the rest is pretty much self-explanatory.
The basis of the ad is how Intel Core 2 Duo is so revolutionary that it's causing huge changes like this dramatic "sex change."
I thought this was hilarious and rather creative, but I apologize if some may find this slightly in bad taste.
You and I both, Pocky!
Since it's debut in 1965, Pocky has become an globally iconic Japanese item. A national snack for all ages in Japan, it's also available in supermarkets or foreign grocery stores overseas (even at your local Wegmans).
These thin biscuit sticks covered with a coat of chocolate are not only wildly addictive, but also hassle-free, hence their overseas tagline as "The Super Snack." And health-wise, the calories of an entire pack is about the equivalent of three to five Oreos.
Because it's such a recognizable and popular snack in Japan, Pocky doesn't really need function-based advertising to introduce their product. Hence, they always tend to use "it" celebrities to stay relevant and hip.
Last year, they revealed a "mega-campaign" featuring four young actresses/singers. I think the cast was very well-chosen, for not only are the four charismatic and well-liked in Japan, they also each portray a different "persona" to appeal to all types of women.
(I don't know what they mean by "All New Pocky" since they always taste the same, but anyway).
One reason I like this campaign a lot is because their commercials have little dialogue and are easily understood even if you don't speak Japanese.
Here are the main 4 in their solo ads:
Note: in this commercial, people are playing a popular drinking game called "The King Game." Sticks are numbered 1 to however many people are playing, including one special "king" stick. Then people choose at random, and if you get the designated straw you become "King" and can order certain "numbers" to do whatever you want. E.g., the King may say 1 and 5 have to stand up and sing solo, and those with Sticks 1 and 5 have to then step out and do the required "task."
That catchy/annoying "song" in the background is the tagline for this campaign, with the girls repeating "You and I both, POCKY!" again and again. Good luck getting it out of your head!
These thin biscuit sticks covered with a coat of chocolate are not only wildly addictive, but also hassle-free, hence their overseas tagline as "The Super Snack." And health-wise, the calories of an entire pack is about the equivalent of three to five Oreos.
Because it's such a recognizable and popular snack in Japan, Pocky doesn't really need function-based advertising to introduce their product. Hence, they always tend to use "it" celebrities to stay relevant and hip.
Last year, they revealed a "mega-campaign" featuring four young actresses/singers. I think the cast was very well-chosen, for not only are the four charismatic and well-liked in Japan, they also each portray a different "persona" to appeal to all types of women.
(I don't know what they mean by "All New Pocky" since they always taste the same, but anyway).
One reason I like this campaign a lot is because their commercials have little dialogue and are easily understood even if you don't speak Japanese.
Here are the main 4 in their solo ads:
Note: in this commercial, people are playing a popular drinking game called "The King Game." Sticks are numbered 1 to however many people are playing, including one special "king" stick. Then people choose at random, and if you get the designated straw you become "King" and can order certain "numbers" to do whatever you want. E.g., the King may say 1 and 5 have to stand up and sing solo, and those with Sticks 1 and 5 have to then step out and do the required "task."
That catchy/annoying "song" in the background is the tagline for this campaign, with the girls repeating "You and I both, POCKY!" again and again. Good luck getting it out of your head!
Yookoso Japan!
Yookoso, or welcome, to Ads In Translation, a blog dedicated to the creative madness that is Japanese advertising.
Japan, home to three out of the Top 10 most successful advertising agencies in the world, is also the breeding grounds for ad-friendly companies and industries like electronics, cosmetics, fashion, etc. Out of this wealth of resources springs ads that range from funny to glamorous to puzzling. Japanese commercials are some of the most well-executed in the world, and I hope to share some of the more interesting ad campaigns and offer cultural explanations to the best of my abilities.
Trends in Japanese commercials speak volumes about the country's culture. Millions spent on Hollywood OIJ commercials (short for "only in Japan") reflect a strong pro-Western mentality among Japanese, and multi-celebrity campaigns highlight the collectivist nature of Japan. The capital city, Tokyo, with its dazzling sights and sounds, almost seems like a giant commercial itself. Just like the city and the culture, there's a little something for everyone to enjoy in Japanese advertising, so sit back and enjoy.
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