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."