Agency: Dentsu; CCPR; Babel Label
Campaign scope: Online video
Details: The connection between a Samurai swordmaster and a telecommunications company might not be immediately clear, but a recent piece of content from SoftBank for its Sharp Speed Platinum Band LTE shows that the ability to wield a katana is as relevant today as it would have been back in the 16th century. The short film, which is making the rounds on social media in Japan, features celebrated swordsman Isao Machii using his weapon to cut down various fast-moving objects in mid-flight.
Machii’s abilities are breathtaking in themselves, but the choice of objects here is significant. Viewers familiar with Japanese mobile internet brands will note that Machii (as the embodiment of SoftBank) has little difficulty dispensing with a familiar fried shrimp, and symbols of other competitors including an orange (travelling at 80 km/h) and even a glowing red ball (moving at 150 km/h).
Campaign Asia-Pacific’s comments: We enjoyed NTT DoCoMo’s shrimp cannon (created by Tokyu Agency and favoured by some to win metal at Cannes) well enough, but this takes things to another level. After all, it’s difficult to argue with a man who can slice through a speeding bullet.