Global Transcreation Blog

Oy Iceland, we said we wanted our CASH back!

We have had the global meltdown, a plague of free-loading politicians and now the subtle wrath of a Nordic god spraying a fine aerosol of pumice dust and glass fragments at the perfect altitude to inhibit the modern jetliner while remaining invisible to the naked eye. Thus, closing all northern European airways with, it seems a particular fixation on the UK.

With our airports closed, planes parked in the long-stay and runways being used for rollerblading and kite flying, London experienced a sunny and very tranquil weekend. Well for those UK residents not stranded abroad (some 100,000) anyway.

Does humour define a culture? Certainly you need to understand local tastes. For instance we Brits pride ourselves on an acerbic sense of humour with bonus points awarded for style as much as for substance.

My opening sentence was an off-the-cuff remark made, not by some tabloid journalist or Breakfast TV presenter, but by a serious journalist on a highly regarded radio current and affairs programme. Appropriate? Well yes, what is the alternative – mass insurrection? You’ve got to laugh.

In case you are still struggling with the meaning and context the cash in question is the money that the British government spent bailing out the UK customer accounts of bankrupt Icelandic banks and which it is trying to recover from the government of Iceland. While in reality all we seem to be getting in return are several million tonnes of ash!

All of which just reinforces the importance of context for any joke or funny line. Many of my American colleagues unconsciously make reference to ‘Saturday Night Live’an iconic US comedy programme which has lead to characters such as Chevy Chase and Adam Sandler being introduced to the world at large not only in general conversations, but also in webinars and conference presentation. (Thanks guys bring back Bob Hope.)

The Brits will regularly use references from Month Python – “nobody expects the Spanish Inquisition” or “ This parrot is not resting it is dead, deceased…” as often as Shakespeare “I am a man more sinned against than sinning.” – the politician’s favourite!

The Diamond Arm

While for Russians nearly every expression from the 1968 Soviet slapstick comedy ‘The Diamond Arm’ became popular or has passed into everyday use. My favourite – which will strike a chord with many an Anglo-Saxon – is, “Only aristocrats and degenerates drink champagne in the morning…[cheers!]” (Шампанское по утрам пьют только аристократы или дегенераты) .

So what’s my point? First, humour gets you noticed even a bad or weak joke will elicit a groan. Getting noticed is the point of advertising and promotion. Every culture has it jokes, every language its puns. So rather than avoiding humour in global or multicultural communications embrace it, exploit, it enjoy it.

Just remember that what constitutes ‘humour’ is in the funny bone of the audience and a good comedian always plays to his audience! Taking a transcreative approach will ensure that the appropriate local equivalent, character of fun, cliché or proverb is applied.

George Best in his prime

An apt and appropriate postscript to our Russian champagne expression is a quote from famous ‘70’s footballer (soccer player) George Best when asked what had happened to his rapidly diminishing fortune, “Well I spent most of it on wine, woman and gambling and frittered away the rest.”

Famous last words, on my last post: “Oh yes and just to complete matters the year of Tiger also began on February 14, 2010!”

I knew it was such a strong coincidence that someone,  somewhere would seize the day.

In this instance it was  BBDO,  Shanghai that came up with up an immaculate synthesis of two cultures for Gillette.

You can read the the whole article on Adage Global News.

Timing is everything:  Chinese New Year and St. Valentine’s day only comes around once every 50 years.  So by the time we have another  opportunity like this we will probably all be fluent in Mandarin.

We are safely past what seems to have become a global love-fest every year on February 14.  However, not everybody is so keen to celebrate a day  named after a Christian saint said to have been martyred by the Romans in the 3rd Century.

Indeed, the Saudi Religous Police and State media take a dim view of anyone even displaying anything red never mind hearts.  Associated Press recently reported that,  “Those who don’t comply will be punished,” according to the  official statement, without going into detail of the precise measures that would befall the offenders.

This Valentine’s Day prohibition reflects Saudi’s strict Wahhabi school of Islam.  Not surprisingly, the birthplace of Islam also bans several Muslim holidays except the two most important ones because it considers them “religious innovations” that Islam doesn’t sanction.

For marketers and advertisers the point here is that hearts and red are not anathma during the rest of the year, only on the day itself.  So with a bit of sensitivity these symbols can be used in ‘romantic ways’ in Saudi bearing in mind that romance takes place behind closed doors with married couples.

Other Muslim countries have very different views towards  St. Valentine’s day and romance in general and even within the Gulf itself.  Reinforcing the need to localize campaigns style, imagery and messaging.

Under Soviet authority religious holidays were either suppressed or replaced.  Prior to 1989 Russian and their fellow soviets celebrated International Women’s Day which is a heady cocktail of St.Valentines day and Mother’s day and held on March 8 each year.  When, woe betide any son,  brother,  uncle,  nephew,  father that does not turn up laden with roses, chocolates and perfume for all his female relatives.

Celebration of this holiday is stronger then ever today in Russia but that has not prevented the adoption of  the familiar romantic rituals of St. Valentines day in the larger cities.  Today this holiday is observed in some 56 countries from Albania to Zambia. (Full list is here).

What you may not know is that the first IWD was observed on 28 February 1909 in the United States following a declaration by the Socialist Party of America.  Three words  that you rarely see together in the same sentence.

Thus confirming that one of the key items in any global marketer  toolkit is a calendar of world holidays.  An item equally important to the logistics of any campaign as so the creative development and messaging.

Oh yes and just complete matters the year of Tiger also began on February 14, 2010!

p.s. Wordbank and I will be at Technology for Marketing and Advertising Exhibtion London  from 23-24 February. Stand E46!