Either the McDonalds they serve in Japan contains some pretty powerful hallucinogenic drugs, or Sponge Bob is a monster who steals the souls of naughty children and terrifies them so much they scream. At least that’s what this advertisement would have you believe.
Celebrity Ray William Johnson introduced the original Ad in this Youtube video, starting a viral sensation among Western audiences were taking by. Just like the Japanese they just enjoy this ad’s epic-ness. But, without mincing words, they also got a kick out of the Japanese actor’s mispronunciation (‘Spongey-Bobble’) and its phonetic translations. What does that say about us, here in the West? (a discussion for another day I think)
Remix culture – it’s everywhere. This video is a good example of how remix culture and Western and Eastern pop culture can come together to engage and entertain audiences. In this example, they’ve taken my favourite Britney Spears song (and don’t judge, we all secretly have one), remixed it with what is essentially a ‘trend or fad’ and given both a longevity that, otherwise, they may have not achieved. If ‘attention’ is currency, it’s a win for the advertisers, their client and Brittany. This copy transforms and combines remix culture, in the process overcoming cultural barriers and delivering new content for everyone to enjoy.
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