on Feb 7, 2007
Problem: People in Asia don’t want to buy the XBox 360.
Even in English, this comes off about as well as, “Dear Jerk, why won’t you be my friend?” Even if this really is the tone they want to take, the phrase itself is a horrible idea. It’s a mildly insulting figure of speech between English speakers, but how is it going to sound in Japanese, Cantonese, or (I’m guessing here) Korean? It will come out something like “What defect do you have? or “What is the difficulty that you are experiencing?” Not exactly catchy. Maybe they need a jingle to go with it.
PC users know this won’t work, because Mac users* have been using this one on us for years to no avail.
To be fair, I’m almost as curious as MS as to why they aren’t buying the 360. Is it price? Is it just too soon for another console? Lack of titles available in their own language? Is it the Wii? I’d like to know as well, but I bet I could come up with a smarter way of finding out. In fact, this ad campaign seems to be an attempt to solve the problem without needing to address it. “Whatever the reason you don’t want our stuff, just get over it and buy a 360 already.”
* I’m not prejudiced, “some of my best friends are Mac users”!
Shamus Young is an old-school OpenGL programmer, author, and composer. He runs this site and if anything is broken you should probably blame him.