When Sony meets Kabuki ...

Let's present Sony, then Kabuki, and why are they so present in the Japanese psyche.

Sony
It is the most famous Japanese electronics brand, both in Japan and abroad. It is known for quality and innovation. Each year, they choose an advertising campaign. We will here discuss their new one.
What is very important in the Corporate culture of Sony is the Sony Building in Ginza. It was built in 1966 and is one of the oldest modern buildings in Tokyo. Ginza was indeed the place of innovative architecture in the post-war period.

Kabuki
It is one of the most famous Japanese kind of drama. It is very popular for its comedies. Their actors use make-up to emphasize expressions, the personnality and even the identity of their characters. Some Kabuki actors are real stars in Japan.

When Sony meets Kabuki ...

In their new campaign, Sony has used the image of Kabuki, to decorate their Sony Building first, and to highlight their products. This campaign targets particularly the Japanese market. This campaign puts in relation two big giants of Japanese traditionnal and modern culture. Sony was created in 1946 and Kabuki goes back to the XVIIth century. In their domain, they both represent anciennity and reliance. Japan is Sony's first market, and it needs a appropriate way of communicating.
Sony did not choose the Noh theatre, most probably because it is a more static, strict and old kind of drama. Kabuki is more dynamic. Its actors like to create a link between their public and the stage during the play.
Moreover, it is not innocent, from Sony, to have chosen Kabuki. Indeed, next to the SonyBuilding in Ginza is situated the Kabuki-za, the most famous theater building in Tokyo. Sony emphasizes the fact that a lot of Kabuki troops use their products.

Inside of the Sony Building, they create littles rooms looking to Kabuki stages. At the entry gate, one can find typical Japanese lanterns, like in a real Kabuki theatre.

The choice of colors is well done : in Japan, orange, in Buddhist symbolism, represents the link betwen creativity and dynamism. Green symbolises the heart. Black stands for nobility and age (as for the highest rank in martial arts for exemple, contrary to white which symbolises youth and naiveté). In fact, the colors Sony uses show it as a experienced brand, who is still innovating and who knows how to touch the Japanese market. Japanese people like links to the past. Here, it is the contrast modernity & electronics and tradition & theater.

In France, those colors would not have been a great choice. Indeed, orange and green are not positive colors. Green can stand for hazard and illness, and orange is linked to danger. Moreover, this campaign would have succeeded in France because no one knows Kabuki.