F*** the Diet! Unilever oops?
By Gordon Husbands | Cultural sensitivity, International marcoms, Transcreation | No comment yet
Well, I am kind of left speechless by this one. You need to watch the German TV ad first, then read my piece – hopefully it’s self-explanatory.
[Unfortunately for those of us with a sense of humour the video has been removed so you can no longer watch. Sadly I have not been able to find a version from another source. However I am sure that the campaign will live on in legend.]
Gala Conference Monaco 2012 – the full Monte
By Gordon Husbands | International marcoms, Social Media | No comment yet
Well, this year’s Gala Conference in Monaco was a blast and certainly the biggest one yet for all us globalizers, localizers and international marketers. The contributors were great, the wit as sharp as ever and the sessions engrossing. And, oh yes, did I say the weather and location were rather amazing?
Great time of year to visit Monaco: no crowds, no hassle and very relaxed. Plus, for all F1 fans, there was the joy of being able to walk some of the best turns and stretches of the Monaco Grand Prix up to the Casino.
The event is evolving into something for every taste: standards and processes for the ‘process-oriented’, technology for the tech-heads and SEO and social media for the marketers.
I particularly enjoyed the session with Matthew Ogden of Lego, entitled ‘Building Digital Lego Bricks’. A great case study, warts and all, of how to take your digital presence global, for a well-known and well-loved brand.
ALS Court Chaos- the Interpreter bites back
By Gordon Husbands | International marcoms | No comment yet
As mentioned in last week’s post the Applied Language Solutions Court fiasco continues to run. Fired up and angry interpreters across the UK are now finding their voice and fighting back. In a topic centred around Justice, it appears that the interpreters’ anger is justified.
However, dispelling in any way the thought that the interpreters might just be a bunch of insignificant whingers, they have come up with a biting and incisive parody based on no less a figure than a certain A. Hitler as featured in the acclaimed film Downfall.
Hijacking the classic scene when Hitler launches a humiliating tirade against the perceived ineptitude of his Generals and advisers, the parody succeeds in capturing and highlighting the key facts of the ‘case’. The humor is infectious and deadly and appears to have a huge insight and detailed
knowledge of the goings on.
ALS Court Chaos – the interpreter bites back
By Gordon Husbands | International marcoms | No comment yet
As mentioned in last week’s post, the Applied Language Solutions Court fiasco continues to run. Fired up and angry interpreters across the UK are now finding their voice and fighting back. In a topic centred around justice, it appears that the interpreters’ anger is justified.
However, dispelling in any way the thought that the interpreters might just be a bunch of insignificant whingers, they have come up with a biting and incisive parody based on no less a figure than a certain A. Hitler, as featured in the acclaimed film Downfall.
Hijacking the classic scene where Hitler launches a humiliating tirade against the perceived ineptitude of his Generals and advisers, the parody succeeds in capturing and highlighting the key facts of the ‘case’. The humour is infectious and deadly, and appears to have a huge insight and detailed knowledge of the goings on.
Applied Language Solutions court chaos gets nationwide exposure
By Gordon Husbands | International marcoms | 2 responses so far
It’s not often that the Translation and Localization industry gets lots of media coverage. However, when events contrive to combine the words ”Court”, “Lithuanian”, “Google Translate” and a £300m ($480m) Government contract, even Joe Public’s curiosity can be stirred.
Unfortunately, in this case, the furore is largely negative and involves not only interpreters not turning up in court to aid court proceedings, but also revolt in the freelance interpreter community amid accusations of interpreter fee and expense slashing.
The latest comment by the UK Ministry of Justice in the Sunday Times on 4 March does not bode well for the contractor, ALS: “There have been an unacceptable number of problems in the first weeks of the contract and we have asked the contractor to take urgent steps to improve performance.”
Transcreation: a picture paints a thousand words
By Gordon Husbands | International marcoms, Transcreation | One comment so far
Is it possible to combine transcreation with a Christmas theme and create an entertaining pastime?
Well I hope so, because that is exactly what we have tried to do this year. I am a great believer in using real transcreation examples when discussing the finer points of international marketing communications and culture. So that is why we have incorporated some common idioms into our Christmas 2011 challenge.
We all use clichés and idiom everyday, peppering our normal conversation with metaphors and sayings. This is a common human trait and indeed an inherent aspect of the evolution of language. How often do you hear phrases like “let’s suck it and see” or “let’s throw mud at the wall and see what sticks“. Never? Then what about “finding a needle in a haystack” or ” a snowball in hell“? Read more
Fiat 500 Abarth – sometimes there’s no need for transcreation
By Gordon Husbands | International marcoms, Transcreation | One comment so far
Click to watch Fiat 500 Seduction
This high-trending viral ad for the Fiat 500 Abarth needs absolutely no translation, even though the monologue is in Italian. The target demographic is very clearly boys. Entitled “You’ll never forget the first time you see one “, the ad plays on every heterosexual young man’s fantasy, and probably the nostalgic older man’s as well.
The buzz started mid-week on 14th November, peaking on the 17th but not tailing off until the weekend. What is really interesting is how this buzz was reflected in language, as can be seen in this graphic.
Marketer beware! China turns car brand perception on its head.
By Gordon Husbands | Cultural sensitivity, International marcoms, marketing translation | No comment yet
Can the perception of global brands vary dramatically across different cultures?
You betcha! Once again, China proves that it is not a homogeneous part of the global marketplace.
Which car brand has the most cachet in China?
Well, according to a recent article in the New York Times, unless you are a retired pensioner, it is best to avoid a Mercedes-Benz in China if you want to make a statement of subtle and assured power. To add insult to injury for German car makers, despite improving sales, the BMW has acquired a reputation as the car for the arrogant and rash, rather than as a status symbol of the successful, upwardly mobile business executive of the West.
On the other hand, General Motor’s Buick brand – largely unknown outside of North America and once acknowledged by GM as ‘damaged’ in the US – has amazingly positioned itself in China as a top-tier luxury car.
Transcreation – Gordon’s Guidelines
By Gordon Husbands | International marcoms, marketing translation, Transcreation | No comment yet
Now that needs transcreation!
In my company – Wordbank – and many other places, real transcreation is quietly going on every day, often unheralded. However, it is not a mass-market offering that should be applied to every marketing or advertising campaign element every time. Certainly it should not be confused with or applied interchangeably with what tends to be called ‘marketing translation’ or even with ‘translation’.
Transcreation faux pas: Apple Siri goes bottom up in Japan
By Gordon Husbands | Conquest, International marcoms | 2 responses so far
Not really a fitting epitaph for Steve Jobs, but a search for “Siri buttocks” on Twitter will quickly reveal a missed opportunity for transcreation.
Clearly someone, somewhere did not do any copy/concept testing in key markets before going ahead with the launch creative etc.
