How to Market Trucks

　 In Japan, many companies have their own company song. Employees in some cases are required to sing the song to show how integrated they are with the company.

Unfortunately, most of these songs are not really very good at all. Some of them are outright bad. Until very recently, exports of things like electronics and "general machinery and equipment" have been the engine (if a spluttering one) of Japan's economy. Its difficult to make, say, precision castparts, or RAM memory components into an arousing and tuneful melody. That is, unless you have a very niche audience. Such as one to which you are paying a monthly wage make you some castparts.

However, in a stroke of marketing genius, the Isuzu Motors Corporation (corporate goal: "the vision of being a global leading company in commercial vehicles and diesel engines") has combined a catchy chorus with lyrics that are moderately funny in the corporate-irony way, to create a highly memorable advert. The song is called Isuzu no Toraku ("Isuzu Truck"), and, according to online rumours, is the actual Isuzu corporate song. The lyrics give you a hint of what it is like trucking around Japan in an Isuzu Motors Corporation product. You can watch it here, although the video may not work for some computers. But, in order to experience the full version, I recommend watching this youtube link, which also shows you a variety of Isuzu Motors products through the ages.

Further, on the Isuzu Motors website, you can listen to the original version, download the song in MP3 format (its the top right of the eight options), and on the same page, you can do karaoke to the song. The options below are Orchestral Version, and Karaoke Orchestral Version. Since you're on their site, why not download a handy and attractive Isuzu calendar for free. To add to the irony, as bad luck would have it, Isuzu has just announced a massive truck recall in the last few days.

For your viewing enjoyment, I give you the English lyrics, below. When listening, please pay particular attention to the chorus. In order to help you sing along, I have also given you the translitterated chorus.

　 For comparison, click here for the embarrassing list of IBM corporate songs, and check out the downright they-must-be-joking IBM anthem. Also, you really must listen to the Shell song, possibly the top of the so-bad-it's-good category. The lyrics litterally had me putting my coffee cup down for safety. Keep the link to the Shell one - I can promise you that you'll come back for more later. For the top of the Japanese budget category, view Nihon Break Industry. It has great lyrics like "let's break the house! let's break the bridge! East and West - let's go!", and is quite popular.

Back to Isuzu.

Translitterated chorus:


"
I-tsu-u ma-de-mo, itsu-u ma-de-mo,


Hashi-re hashi-re,


Isuzu no toraku!


Do-u-ko ma-de-mo, do-u-ko ma-de-mo,


Hashi-re hashi-re,


Isuzu no toraku!
"





Lyrics:



Verse 1.
If you open the door, the air is cold,
ドアを開けたら冷たい空気

White breath spreads out,
白い息ひろがった

Inside your pocket, your hands are freezing,
ポケットの中凍える手

Sayonara to yesterday’s stars,
昨日の星にさようなら

So, lets go down to the street in the early morning twilight,
さぁ　走り出そう夜明けの街へ

The morning is starting, the morning is starting
朝がはじまる　朝がはじまる

So, lets head down to the sea that is in the morning sun,
さぁ　走り出そう朝陽の海へ

The morning is starting, the morning is starting,
朝がはじまる　朝がはじまる

***CHORUS***
Whenever, whenever,
※いつまでも　いつまでも

Go on, go on, Isuzu truck!
走れ走れいすゞのトラック

To anywhere, to anywhere,
どこまでもどこまでも

Go on, go on, Isuzu truck!
走れ走れいすゞのトラック
*******


Verse 2.
A milky way of brake-lights
ブレーキランプの天の川

The street is just over there,
街はもうすぐそこ

Searching for the wind outside of the window,
窓の外　風を探した

A long journey is almost over,
長い旅もあとわずか

So, lets head out to the glittering street,
さぁ　走り出そうきらめく街へ

The street is getting closer, the street is getting closer,
街が近づく　街が近づく

So, lets head out to the glistening sea,
さぁ　走り出そう光の海へ

The street is getting closer, the street is getting closer,
街が近づく　街が近づく

***CHORUS***
Whenever, whenever,
※いつまでも　いつまでも

Go on, go on, Isuzu truck!
走れ走れいすゞのトラック

To anywhere, to anywhere,
どこまでもどこまでも

Go on, go on, Isuzu truck!
走れ走れいすゞのトラック
*******

The power is swelling, “broom, broom, broom”,
みなぎるチカラ　ブルンブルン・・・
Come-on, the power, “broom, broom, broom”,
がんばるチカラ　ブルンブルン・・・

***CHORUS***
Whenever, whenever,
※いつまでも　いつまでも

Go on, go on, Isuzu truck!
走れ走れいすゞのトラック

To anywhere, to anywhere,
どこまでもどこまでも

Go on, go on, Isuzu truck!
走れ走れいすゞのトラック
*******

Whenever, wherever.
いつまでも　どこまでも