Fitbit and its agency Genero faced the reality that producing a TV commercial for the Japanese market was necessary to expand the recognition of their new Versa 2 product. They also understood that simple localization of existing commercials would not allow them to gain market presence, so they entrusted Strategy SET with the adaptation. To adapt American commercials for the Japanese market, adapting not only language but also cultural perspectives is essential. To solve this, STRATEGY SET brought in director Chris Rudz. They filmed six locations, 11 talents, and one dog (a very good kid) over two days. With support from bilingual scenario writers, the commercial was completed that retained the spirit of the original commercial while incorporating a uniquely Japanese perspective that resonates with Japanese consumers.
