×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Asics' Site for Sore Ears Uses Karaoke

By Published on .

Almost every agency looks for a breakout idea to create a viral buzz for its client. Strawberry Frog CEO-Chief Creative Officer Scott Goodman found one in a karaoke ode to Japanese athletic shoe marketer Asics.

Toting choir uniforms of white robes bearing the client's logo, Mr. Goodson's team flew to the headquarters of Asics parent Onitsuka Tiger in Kobe, Japan, and recruited 22 non-English speaking staffers who could carry a tune. For two days, Mr. Goodson's account director and creative director wrote lyrics and taught the members of the brand-new Onitsuka Tiger National Choir how to sing in English.

The resulting "Lovely Football" song, posted at onitsukatiger.com, goes like this: "Together we are lots of goal goal goal, and when the saints go marching, hey Tiger hit the ball, kick the ball in goal. Wooooooooooooh." While singing, they kick their Asics-shod feet repeatedly. In mangled English, the Web site invites users to create and submit their own karaoke versions.

During the first week, the site attracted 100,000 unique visitors, Mr. Goodson said. "The biggest buzz so far is a radio DJ who has released his version of the karaoke as a podcast."

Most Popular
In this article: