Japanese auto translator ad goes viral over sexual harassment accusations

Logbar, maker of the Ili automatic translator device, was praised for its product but criticised for a "sexist" ad where a man asks women to kiss him.

Japanese auto translator ad goes viral over sexual harassment accusations

An online advert for Japanese tech startup Logbar has gone viral for all the wrong reasons as consumers have started a petition to have it removed. 

The video, called "Kisses in Tokyo", is to promote Logbar’s Ili product, a small gadget that is an instant translator in three languages: Japanese, Chinese and English.

The ad features Dean, a British man, approaching apparently random Japanese women and using Ili to somewhat forcefully convince them to kiss him.

Many of the women look visibly uncomfortable at the prospect, with more than one running away and Dean touching some of them in his attempts to cajole them into a kiss.

Numerous people on social media have described the video as creepy, cringeworthy and promoting sexual harassment.

Moreover, a change.org petition has been set up calling for the removal of the "racist and sexist" advert. At the time of publication it had 309 signatures.

However, many of those complaining about the advert do also praise the Ili product itself.

The Gaijin Pot first shared the video on its Facebook page. It has almost 5 million views and over 80,000 shares, with many of the comments slamming the content, but being very impressed with Ili itself.

PRWeek Asia asked Logbar to comment on the advert, but did not receive a response before this story was published.             

This article was first published on prweek.com.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More