Boston Heraldより抜粋。
Trouble brewing for Dice: Pitchman’s beer ad catches flak
Daisuke Matsuzaka has yet to throw his first pitch for the Red Sox, but his beer-chugging sales pitch intended only for Japanese TV audiences is raising eyebrows and some concern half a world away.
A slick commercial for Asahi “Super” Dry beer features Matsuzaka donning a Red Sox jersey and throwing in full uniform in front of a simulated frenzied throng. In between those shots, Matsuzaka, in street clothes, is shown first taking a couple of gulps from a large glass of beer. After a quick cut, the shot returns to Matsuzaka downing the beer and, with foam on his lips, smiling and sighing contentedly.
Asahi’s beer is No. 1 in overall sales in Japan and the ad campaign, which also features the Yankees’ Hideki Matsui, is nothing unusual for Japan, where athletes are often used in beer endorsements and can be seen drinking on camera.
But in the United States, beer cannot be consumed in TV ads and Major League Baseball does not allow its players to endorse alcohol domestically. Those rules do not apply to international markets, however.
“The ad is consistent with what’s acceptable in the Japanese marketplace,” said a spokesperson yesterday from Major League Baseball International, which mandated that the ad include a “Drink responsibly” message at the end. “We did approve it with him drinking the beer outside of his uniform. It’s a type of commercial that is really commonplace in Japan. It is not really that farfetched.”
The MLB International spokesperson, who wished to remain anonymous, said Matsuzaka’s endorsement deal with Asahi preceded his signing with the Red Sox.
MLB International sanctioned the spots and use of the Red Sox trademark, John Blake, director of media relations, said Thursday.
Blake said the Red Sox have expressed their concern about the commercial, which can be seen on YouTube.com, to Matsuzaka’s marketing representatives, Architect Co. Ltd.
“I called them, talked to their marketing people and explained the situation, and I believe they understand the situation and will probably be more careful in the future,” Blake said, adding that the Sox were not aware of the ad before word of it reached computer screens stateside.
The idea of fans, especially young ones, seeing a Red Sox player drinking alcohol is not one the team is particularly keen on.
“It is a perception,” Blake said, “and we certainly want our players to be perceived in the right light.
“The Red Sox, in a nutshell, have approval rights for use of our trademark only in the six New England states. The trademarks in that ad were approved by MLB International. We had nothing to do with it.”
Attempts to reach Matsuzaka’s marketing representatives have been unsuccessful.
According to Arthur Resnick, director of public and media affairs for the Alcohol and Tobacco Tax and Trade Bureau in Washington, D.C., Matsuzaka’s Asahi ad may merit punitive action.
“Our jurisdiction runs to false and misleading ads,” said Resnick, who pointed to a 1995 ruling that says the bureau would consider unacceptable any ad “which depicts any individual (famous athlete or otherwise) consuming or about to consume an alcoholic beverage prior to or during an athletic activity or event,” or an ad that states that drinking alcohol “will enhance athletic prowess, performance at athletic activities or events, health or conditioning.”
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インターネット、特にYouTubeの功罪。松井秀喜はマグナムドライのＣＭに出ていたが、あれは、日本にいる時だけだったのか。
タバコはともかく、ビールで目くじらを立てるのは、米国だから仕方がないか。この後どうなるのか気になる。
Trouble brewing for Dice: Pitchman’s beer ad catches flak
Daisuke Matsuzaka has yet to throw his first pitch for the Red Sox, but his beer-chugging sales pitch intended only for Japanese TV audiences is raising eyebrows and some concern half a world away.
A slick commercial for Asahi “Super” Dry beer features Matsuzaka donning a Red Sox jersey and throwing in full uniform in front of a simulated frenzied throng. In between those shots, Matsuzaka, in street clothes, is shown first taking a couple of gulps from a large glass of beer. After a quick cut, the shot returns to Matsuzaka downing the beer and, with foam on his lips, smiling and sighing contentedly.
Asahi’s beer is No. 1 in overall sales in Japan and the ad campaign, which also features the Yankees’ Hideki Matsui, is nothing unusual for Japan, where athletes are often used in beer endorsements and can be seen drinking on camera.
But in the United States, beer cannot be consumed in TV ads and Major League Baseball does not allow its players to endorse alcohol domestically. Those rules do not apply to international markets, however.
“The ad is consistent with what’s acceptable in the Japanese marketplace,” said a spokesperson yesterday from Major League Baseball International, which mandated that the ad include a “Drink responsibly” message at the end. “We did approve it with him drinking the beer outside of his uniform. It’s a type of commercial that is really commonplace in Japan. It is not really that farfetched.”
The MLB International spokesperson, who wished to remain anonymous, said Matsuzaka’s endorsement deal with Asahi preceded his signing with the Red Sox.
MLB International sanctioned the spots and use of the Red Sox trademark, John Blake, director of media relations, said Thursday.
Blake said the Red Sox have expressed their concern about the commercial, which can be seen on YouTube.com, to Matsuzaka’s marketing representatives, Architect Co. Ltd.
“I called them, talked to their marketing people and explained the situation, and I believe they understand the situation and will probably be more careful in the future,” Blake said, adding that the Sox were not aware of the ad before word of it reached computer screens stateside.
The idea of fans, especially young ones, seeing a Red Sox player drinking alcohol is not one the team is particularly keen on.
“It is a perception,” Blake said, “and we certainly want our players to be perceived in the right light.
“The Red Sox, in a nutshell, have approval rights for use of our trademark only in the six New England states. The trademarks in that ad were approved by MLB International. We had nothing to do with it.”
Attempts to reach Matsuzaka’s marketing representatives have been unsuccessful.
According to Arthur Resnick, director of public and media affairs for the Alcohol and Tobacco Tax and Trade Bureau in Washington, D.C., Matsuzaka’s Asahi ad may merit punitive action.
“Our jurisdiction runs to false and misleading ads,” said Resnick, who pointed to a 1995 ruling that says the bureau would consider unacceptable any ad “which depicts any individual (famous athlete or otherwise) consuming or about to consume an alcoholic beverage prior to or during an athletic activity or event,” or an ad that states that drinking alcohol “will enhance athletic prowess, performance at athletic activities or events, health or conditioning.”
---
インターネット、特にYouTubeの功罪。松井秀喜はマグナムドライのＣＭに出ていたが、あれは、日本にいる時だけだったのか。
タバコはともかく、ビールで目くじらを立てるのは、米国だから仕方がないか。この後どうなるのか気になる。