Most cellphone carriers looking to advertise their data services usually follow a well-trodden marketing route, using words like "unlimited" and obvious metaphors to emphasize speed. Japan's biggest carrier NTT Docomo Inc. has taken the metaphor idea to the extreme.
Its latest commercial, dubbed "Three-Second Cooking: Explosively Fast Fried Shrimp" is a one-minute high octane romp. (See video below.)
It sees two "TV chefs" load up a highly-pressurized double-barreled cannon with shrimp, to fire through bread crumbs, egg, oil and a flamethrower - with the action set to a suitable death metal soundtrack. Their meal cooks in seconds flat. And it also hasn't taken long for the ad to notch up an impressive 6 million views on YouTube.
The Wall Street Journal's CMO Today says the video, which sees the shrimp fired down two separate lanes is meant to be representative of the two bandwidths that its LTE mobile data uses.
Whether Japanese viewers make that connection remains to be seen, but the company will be hoping its left-field