Where does homage end and cultural appropriation begin?

It's a question marketers have slowly learned to start asking themselves in recent years after decades of visuals and motifs being lifted without attribution, appreciation or even a base level of understanding about where they came from.

So I was perhaps understandably skeptical when I first saw that Brazilian agency AlmapBBDO had made a densely packed celebration of Japanese pop culture in its new ad for Wasabi Doritos.

But it's clear the agency took its time in ensuring that the decades' worth of entertainment references were handled with a high level of respect and appreciation.

As my colleague T.L. Stanley reports in her Adweek piece about the spot, the creative team behind the ad consulted extensively with translators and experts in Japanese pop culture, then hired co-directors of Japanese descent. Their overarching goal throughout the process was to avoid any overt or subtle cultural appropriation and create "a campaign faithful to the unique culture of this country."

You'll definitely want to check out the ad, which requires several viewings to digest entirely.

But also now I really want to eat Wasabi Doritos, so congrats on blending effectiveness with artistry there, AlmapBBDO.

Remember, you can drop me a line at the email below or hit me with your hot takes anytime at @Griner on Twitter.

David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com

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