A Japanese Music Lesson in Brand Storytelling, No Translation Needed

THE BEST STORIES don’t need to speak to us in order to speak to us. ad

Language can be a barrier. We hear the words and instantly create perceptions that may or may not be intended.

Words can deceive.

That’s why this short film — an advertisement for a Japanese music school called Tosando — is a perfect example of how universal themes and images, plus music, can transcend the spoken word. And its further proof of the Brand Storytelling Hero’s Journey in action.

The ad is in Japanese but the story is evident. I don’t want to spoil it; you should see for yourself. Do your best not to read the description on the video page or the translation of the dialogue — trust me, you won’t need it.

As you watch, see whether you can find the four steps of the Brand Storytelling Hero’s Journey:

  • What is the Twist of Fate that takes the story in a direction we didn’t expect?
  • And finally, what is the Transformation that happens and who, if anyone, is transformed?

The “what” and the “how” of Tosando can come later. I’m sure they are a fine music school with great teachers and fair pricing and all the rest of it.

But what people care about is the “why” — what does Tosando stand for and why do they care. It’s this emotional narrative that draws people in and gives Tosando permission to tell the rest of its story.

“Music transcends words,” the tagline says. And brand stories like this leave us speechless.

For more about the Brand Storytelling Hero’s Journey download the e-book here

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