Japan’s view of issues such as race and family is refreshingly different, and the (mis)use of adopted English words only enhances the bizarre nature of the terminology it applies to describe certain phenomena. For example, this Pocket Picker’s soon-to-arrive son, born to a Japanese mother and an English dad (“Hello!”), will be referred to as: a ‘half’. And if you go to a Japanese branch of Tower Records, you might like to check out the section that is overtly referred to, and labelled as, ‘Black Music’…
In Softbank’s new TV spot, which is advertising its rather excellent new free-calls-between-family-members-at-any-time service, the so-called ‘White Family 24′ plan, the ideal ‘White Family’ is depicted (with humorous designs) as containing a Japanese mother and daughter, an older brother who is black (and can speak perfect Japanese), and a white dog. The dog is the father of the family. Just have a look:
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About Jonti Davies
It’s funny that anywhere else in the world, this advert would probably be unsuitable. Japan is the place to be.
It never cease to amaze me that in this so-called modern world that we live in. We are always subjected to various levels of racism that always upsets the balance. Language is important for all and at times grossly misunderstood. Regarding the “White family values”, Japanese are not white. And I think that the person at the helm of Softbank is Korean. So, my advice to Softbank is to review thier ads very carefully because the offender is always the one being offended. NEED I SAY MORE.
I don’t think that the ad is meant to be a comment or a reference to American racism at all – the casting is just a bit of (genius) surrealism on the part of the marketing team.
If anything, it’s a comment on the absurdity of traditional Japanese family values, since the Father (aside from being a dog) is apparently the classic Japanese dad, and the rest of the family (mostly) plays along.
But I think it’s mostly just funny to them. And I understand, because I think the commercials are totally hilarious.