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Uncharted Territory

自分が読んで興味深く感じた英文記事を中心に取り上げる予定です

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ソフトバンク流がアメリカに通用するか?

 
あのCMのテイストが全米でも展開され始めたようですね。

2014年03月25日12時58分
白戸家のお父さん、全米進出?スプリントの新CMが放送開始!



It’s going to save us a tongue. Sprint can call it whatever they want.
Come on. Framily is not a word.
Is the air from family or is it from France or did they just add? Forget about it. It’s not a word.
Dad, it's like spork or keytar. You’re my frather. I'm your fron. This is our framily.
You cannot mash words together like that.
(フランス語)Mais tu aime brunch. Papa.
Guiltiest judge. Daddy does like brunch.
He likes brunch.
With the rate as low as $25 dollars a month each, who are you going to add to your Sprint framily?
Happy connecting.

大手メディアでは取り上げられていませんが、広告関連のサイトでは大きく取り上げています。ソフトバンクの白戸家はCMの成功例として有名なようですね。

Sprint revamps SoftBank’s iconic Otosan ad campaign for the U.S.
by Kevin Fitchard

Ever since Japan’s SoftBank took over the reins of Sprint, we’ve been hoping it would bring its clever and quirky commercial ads — featuring the multi-species Shirato family – to U.S. TV sets. Well we got our wish … sort of.
Sprint is reshaping the ad campaign for U.S. users, creating a new family called the Frobinsons, but parallels between the Frobinsons and the Shiratos are obvious. Instead of Otosan, canine patriarch of his (human) family, we get Tom Frobinson, a grumpy talking hamster, who interacts with an odd set of relations (also human) in a series of commercial episodes.

Yes, it all sounds ridiculous if you haven’t seen the original SoftBank ads, but the campaign has been an enormous success in Japan. SoftBank has invested heavily in the campaign, featuring U.S. celebrities like Brad Pitt and Tommy Lee Jones in some of the spots and bringing in film auteurs like Wes Anderson and Spike Jonze to direct them.


*****

Ad of the Day: Will the World's Second-Oddest Family Be a Winner for Sprint? Figliulo emulates Japanese ads By Tim Nudd
March 24, 2014, 3:33 PM EDT

Dad is a hamster, voiced by Andrew Dice Clay. One son, played by new Saturday Night Live cast member Kyle Mooney, is supposed to be at college, except he's home most of the time. Another son is an eccentric drawn to scrapbooking and ventriloquism. The sole daughter speaks only in French. Mom is actually normal (i.e., exceptional by being unexceptional). The family is mostly white, except Grandpa is black. And let's not even get into their motley group of friends.

Sprint's new ad family (or rather, "framily"), the Frobinsons, created by Figliulo&Partners, are even more diverse and inclusive than your average Honey Maid family. They're a lot more peculiar, though—and no wonder. They're based partly on the multi-species Shitaro family (in which Dad is a dog) from Japan's famously quirky yet beloved ads for Softbank, which acquired Sprint last year.

Sprint breaks two launch spots (see both below) on Monday night. The new theme will be "Happy Connecting." The question is, will U.S. viewers be as open to such self-conscious weirdness as the Japanese have been?


******

Sprint Hopes to Create TV Magic -- With a Goth, Heidi and a Hamster
A Quirky 'Framily' Will Pitch the Carrier's Plan In Ongoing Series
By Mark Bergen. Published on March 24, 2014.

Millions of Americans are eagerly awaiting April 6, the season premiere of "Game of Thrones." Sprint thinks it can tap this same sort of mania in its ads.

On Monday evening, the third-place U.S. wireless carrier will unveil two national TV spots introducing a sprawling ensemble of characters, which Sprint hopes will carry on like a riveting TV episodes.

"It's the golden age of television -- broad stories that are told over time. What you really come to is the characters," said Mark Figliulo, CEO of Figliulo&Partners, which created the new spots. "We're bringing that to advertising."


年初に放映されているCMと見比べると、以下は普通のCMですよね。



Sprintのプレスリリースでのこの家族の説明は以下の通りです。

Mon, 24 Mar 2014 10:00:00 EST
The Frobinson Framily Stars in New Sprint Campaign

The Frobinsons is an episodic story that will unfold over the coming months, designed to deal with the ever-changing mobile industry. The creative allows for surprising cameos from stars of sports, music, screen and stage, who will soon appear.

The Frobinsons are a collection of diverse individuals blended together into a Framily group. Dad is a talking hamster (voiced by Andrew Dice Clay), while Mom is the voice of reason and the sane person in the group. There are two children at home including son, Zack, whose interests range from video games to scrapbooking to ventriloquism, and 8-year-old daughter Heidi – who is so sweet she has animated birds flying around her head at all times and she only speaks in French.

Other members of the Frobinsons include Chuck (played by new Saturday Night Live cast member Kyle Mooney), who is the older sibling “away at college,” although he’s home most afternoons; Chuck’s roommate, Gordon (pronounced Gor-Don), who is all Goth but is still part of the Framily; and Grandpa – a man of the world who is full of experience and knowledge, and someone who isn’t fond of his son-in-law. Aunt Tia is a respected avant-garde artist who brings her Latin roots to life through her expressive work.

The fully integrated campaign is extensive, launching with two broadcast spots “Framily Portrait” and “Meet the Frobinsons” that will air starting tonight across national network and cable TV, as well as in-store along with a number of digital and social extensions. Print and out-of-home will launch in the coming weeks. More is available at www.sprint.com/frobinsons.


ソフトバンクの白戸家のことを取り上げている記事が以下です。

Meet Japan's Most Popular Ad Family Through 6 years and 130+ spots, 'The Whites' remain No. 1 with viewers By David Griner
August 12, 2013, 8:57 AM EDT


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