2014年8月1日
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| ニューヨーク地下鉄の車体ラッピング広告 |
その昔、JR (Japan Railway)は日本国有鉄道。つまり、利潤を追求しなくてもよい「官庁」だった。だが、民営化後、今は営利追求が目的の企業になった。と、今更のことを言うのも、昨年だったか、東京の山手線の駅に昔懐かしい国鉄色（チョコレート色）の車体が入ってきて、オヤっと思った。そして、それが製菓会社のチョコレートの広告だと分かり、小さな感動を覚えたからだ。
それ以来注意をしていると、食品、飲料、米、観光など、いくつかバージョンがある。なるほど、コマーシャル収入が目的なのだ。
とは言え、「車体宣伝」（ラッピング＝Wrapping＝包装というらしい）は、文字通り公共機関で皆の眼に触れるものゆえ、そのデザイン、美観には注意が必要である。
そういう意味で秀逸だったのは、NYCマンハッタンで見た車体ラッピング広告だ。グラ・セン(Grand Central Station中央駅)の地下鉄駅に入ってきた車体にはこうあった。GREAT HAPPENS 偉大なできごと（偉大なことが起きる？）。そして、WHEN PEOPLE GET TOGETHER人が出会う時。
その緑色の電車のドアが閉まるのを見て、思わず微笑んだ。
二人の人間が出会って、左右から文字通りお互いが歩み寄り、握手をするというもの。なるほど「公共広告」としていいアイディアだと、ホノボノとさせられる。その広告主は某ホテル・チェーンなのだが、なるほどMeeting Placeであり、そのキャッチは素晴らしい。
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| JRの車体ラッピング広告 |
長く国際ビジネスに携わってきた筆者が思うのは「グローバル化とは人と人との出会い」と言うこと。特に日本社会で言われる「人間関係の重要さ」を、あの生き馬の眼を抜くアメリカ社会のど真ん中、マンハッタンで、トップ・マーケッティング会社が全面に打ち出しているというのは、とても興味深い。
「Japan Quality Review」2014年8月号より加筆・修正。
Japan Railway (JR) was once Japan’s state-owned railway. In other words, as a government entity it had no need to pursue profits. Since its privatization, however, it has become very much a for-profit enterprise. That itself is old news, but just last year I was surprised to see a train enter a station on Tokyo’s Yamanote Line, decked out in the familiar old chocolate-brown livery of its national railway days. My surprise was in part because I actually felt a small thrill upon realizing this was part of an advertising campaign for a manufacturer of chocolates.
Ever since, I’ve noticed that these ads come in a number of versions, for foods, beverages, rice and even tourism. That makes sense—the railway is going after the advertising revenue.
That said, given that this so-called wrap advertising (or “car wrapping,” as it’s sometimes known) involves a very public entity, visible to all, special care is required in the design and aesthetics of such ads.
In that respect, a similar wrap advertising I saw in Manhattan was particularly brilliant: A subway train coming into Grand Central Station was decorated with the words “GREAT HAPPENS,” followed by “WHEN PEOPLE GET TOGETHER.”
But what made me smile unexpectedly was what happened when the doors of the green-colored train closed.
Just as the words said, the closing doors showed two people coming together to shake hands, one each from left and right. “What a great idea for a public ad,” I thought, feeling my heart warm at the sight. It turns out the ad was placed by a hotel chain, which was using this wonderful catchphrase to advertise its role as a meeting place.
Having worked for many years in international business, this writer believes that globalization comes down, in the end, to the meeting of individuals. I found it especially intriguing that right there in Manhattan, the very center of the cutthroat American business world, a major marketing firm had chosen to put the importance of human relationships—a concept especially valued in Japanese society—front and center in its campaign.
International business consultant. Part-time lecturer at the Bunkyo University Faculty of International Studies. After graduating with a degree in economics from Keio University in 1965, studied at a foreign trade college before taking up a post in the Middle East in charge of oil for a trading company. At the age of forty-five, launched a new career in the information business and moved to New York. Following jobs at a translation company and Japanese-US communications firm, chose the path of self-employment in 2002. Set up the Saudi Arabian pavilion at the Aichi Expo. Has worked on a series of music videos on renowned conductor Leonard Bernstein. Japanese advisor to firms such as U.S. information systems company Cognizant and U.K. educational publisher Pearson.
