Tokyo - Saatchi & Saatchi Fallon Tokyo has launched a new viral component of its Reebok Taikan campaign.
The short video is a "tip of the hat" to the original "Rajio Taiso” (Radio Calisthenics) morning exercise show that has been broadcast in Japan since the 1920's, originally on radio and then on TV. Everyone growing up in Japan is familiar with the television calisthenics program and many companies and schools still routinely do the morning warm-ups together.
The staging and music of the Reebok Taikan version at first looks almost exactly like the original. However an unexpected twist occurs when the on-screen female participants suddenly break from the normal routine to perform incredible feats of flexibility, balance and strength. And, of course, they are wearing Taikan performance enhancing clothing.
The video was viewed over 100,000 times within its first 24 hours of release compared to an objective of 10,000. Viewers are directed to the Taikan product website, which is experiencing almost a quadrupling of daily visits.
You can see the video for yourself at: http://www.youtube.com/watch?v=Ep4JAf8hECE
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