This Creepy & Sexist Commercial Ruins This Awesome New Product

Video via YouTube.
It’s hard to imagine what the pitch was like for this commercial, "Kisses in Tokyo." Was it, “What if this British man went to Tokyo and hit on random women and then tried to kiss them!” Or maybe, “Sex sells, lets use it to sell this wearable language translator!”

Either one sounds like a bad idea. But that's what the team over at ili, the brand behind the wearable translation device, went with. And subsequently, it was indeed a terrible idea.

In the commercial, a young nice-looking guy from the U.K., named Dean, shows off his new tech toy called ili. It's pretty damn cool, actually. It's a small piece of wearable technology that translates anything he is saying into Japanese, instantly. All without an internet connection. Creepy Dean holds up the product, and announces he is going to "try and kiss girls that I've never met before using this translation device, ili."
Advertisement
Photo via YouTube.
Um, why? Why does that have anything to do with the product?

And he does just that. He starts conversations with random groups of women, and then feeds them a pick-up line (via the white ili translator) and waits for their response. Most girls giggle and pay more attention to the device he's talking through than to him. One runs away, quite literally. Another smacks him away with her purse. He laughs each rejection off.

One girl does kiss him, right at the end. But it just doesn't look right. He picks her up and holds onto her shoulders as he goes in for the kiss as she looks around hesitantly, then whispers, "No one's looking." Why so creepy, Creepy Dean?
Photo via YouTube.
Couldn't the commercial just be him asking for directions instead? In what city, country or continent is it entertaining, or okay, for a man to pick random women off the street and harass them?

The technology behind the product is revolutionary and impressive — if you can bypass all of his cheesy pick-up tactics and focus on how awesome it is that he is communicating with these people instantly.

However, the fact that a nod to cat-calling and sexual harassment even appears in this brand new commercial is pretty unsettling. It kind of reminds us of another guy who attempted to take advantage of women in foreign countries.

It’s unclear if the video was meant to be offensive and shocking to get more views and publicity, but if it is real it’s gross. And a pretty poor cop-out just for clicks and shares.

The product could change the way we communicate when abroad (just in China and Japan for now), but why couldn’t they just make a commercial called “Meeting New People In Tokyo In A Normal & Respectful Way To Women” instead?
Advertisement

More from News

Now that James Lively is a big sib, we wanted to take a moment to celebrate the paragons of parenthood that are Blake Lively and Ryan Reynolds
It has been but three years since Justin Theroux's bulge went for a jog in a pair of sweatpants, but it feels as if it happened only yesterday
Today, TMZ reported that Brad Pitt and Angelina Jolie have come to a temporary divorce settlement that grants full custody of the six children to Jolie
You could spend all day critiquing the media for the lack of compelling content created by and starring women. But why not put the kind of female-centric...
In September 1993, Connecticut State Attorney Frank Maco declared that he would not prosecute Woody Allen in court for the charges of sexual abuse of a ...
Wisin, an award-winning reggaeton musician, has shared the news of his baby daughter's death in an Instagram post. "Thank you, my God, for one month of ...
Looks like James Lively is officially a big sister. People confirms that Blake Lively has given birth to her second child with husband Ryan Reynolds. ...
She won't say who didn't encourage her acting career — but we're pretty sure it's Ashton Kutcher
Take this as a warning to lend things to Tyga at your own risk. The rapper has been having some major financial problems lately. The latest: He's in ...
Verizon says the number will be retired for a full year instead of the usual 50 days
Nate Parker's 60 Minutes interview airs on Sunday, and the Birth of a Nation filmmaker said he doesn't feel guilty about the rape allegation that has ...
A man who once crawled under America Ferrera's skirt is now claiming that he's fighting for female body diversity. Really
Frances Bean Cobain has been ordered to dish out a pretty daunting sum of cash to estranged husband Isaiah Silva over the next four months. The 24-year-...
Update: E! News reports that Kim Kardashian has filed a complaint with French authorities against Vitalii Sediuk. The celebrity "prankster" tried to ...