Fox | Glee Campaign | Japan

Glee is a musical comedy drama about a high school choir (which was know as the 'glee club’ hundreds of years ago in the UK). The campaign will only run on YouTube.

The viral videos call on famous Hawaiian sumo wrestler Taro Akebono. Although retired, Akebono is still dear to the Japanese public. The team at Fox explains the commercials mean to create a mismatch between sumo and musical. Since glee is not well known in Japan, the show uses Akebono’s fame to generate buzz.

The campaign will be on-going and a sequel will also launch for season two for glee.

Fox added that the advertising campaign not only aims to create public awareness but also demonstrates the internal creativity of marketing channels and content to affiliates, advertisers and content licensors.





Credits:
Project Glee & Akebono Promo
Client Fox International Channels
Creative agency Fox Japan
Chief creative officer David Shin
Executive creative director Harry Teper
Production company Fox Lab
Exposure Online