Energy drink maker gets edgy in Coming of Age Day message, but some people think they need to grow up.
Monday was Coming of Age Day in Japan, a national holiday when people who turned or will be turning 20 during the academic year celebrate the start of their legal adulthood. To say congratulations to all the new grownups and soon-to-be-grownups, energy drink Red Bull took out an ad in the day’s edition of the Yomiuri Shimbun, and also sent out a copy through its official Japanese Twitter account,
The image shows a picture of (ironically) a blue bull, and begins the message with extra-large-font characters announcing “The hell with sound judgement.”
Actually, you wouldn’t be wrong to go even a little harsher on the meaning of kutabare, the first word in the ad. Here, for example, is how online Japanese-English dictionary Weblio translates it.
▼ In this case Weblio is a Japanese-to-English-and-also-Spanish dictionary.
But whether you render kutabare as “drop dead,” “f*** off,” or something in between, it’s pretty clear that Red Bull doesn’t think highly of conventional wisdom, and it doubles down on that with the rest of the ad, which reads:
And, naturally, …continue reading