David Blecken
Jun 4, 2015

SoftBank enlists modern-day Samurai to cut rivals out of the picture

TOKYO - An awe-inspiring video sees the Japanese telco poke fun at its competitors with the help of a master swordsman.

Client: SoftBank

Agency: Dentsu; CCPR; Babel Label

Market: Japan

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.


Related Articles

Just Published

1 hour ago

Make room for sadness

Self-care isn't always about participating in group meditations. Sometimes, it's about making room for sadness and showing compassion when we experience it.

1 hour ago

Ford taps James Brown’s ‘soul’ and ‘swagger’ to ...

For 2021, Ford has committed 70% of its 2021 passenger vehicle marketing spend to three brands; the Mustang Mach-E, the Kuga range and the Puma EcoBoost hybrid.

1 hour ago

Yannick Bolloré interview: ‘Havas is stronger now ...

Investors understand agency sector is 'a great business to invest in', CEO says.

18 hours ago

Campaign Creation Stories: How Tourism New Zealand ...

Campaign debuts a new series in which brand and agency leaders talk about how they collaborated to bring a great piece of work to life. In the premiere, Tourism NZ and Special Group discuss the somewhat insane idea of creating a daily brand video for a full year.