Who is my boss?

28 Apr

On the train today, I noticed a new ad for DoCoMo, one of the main cell-phone service providers in Japan (and probably the biggest).

This poster had a picture of Darth Vader of “Star Wars” pointing and asking “Who is my boss?“.

The ad doesn’t say much more than that, so I was wondering what it was about. Will DoCoMo be releasing a new “Darth Vader” themed phone? And what does it mean by “who is my boss?”?

So I checked the website and it doesn’t tell much either.
But the site has an interesting application…you can enter your name on the site (but it must be entered in Japanese カタカナ (katakana)) and then it will show a movie of Darth Vader walking around Tokyo saying how he’s searching for his “boss” and then he encounters billboards and flyers with a picture of himself and the name you entered on it (but the name is shown written in alphabet letters even though it requires you enter your name is Japanese characters).
And then Darth Vader will say your name and then tell you that you’re not his boss.
When I did it, it said that I wasn’t his boss and that his boss is more 「美しい」 (“beautiful”) than me!

At the end it has a countdown til 2010 May 11 (Japan time) which is the day that Darth Vader’s “boss” will be revealed.

Darth Vader searching for his "boss" in Tokyo

Darth Vader saw a billboard that said that I ("Tokyo Five") am his boss!

On 2010 May 11, DoCoMo will reveal who Darth Vader's boss is.

Read my other “Darth Vader in Japan”-related posts:
The “Star Wars Convention Japan”,
Star Wars chopsticks,
the Star Wars Pachinko machine, and
my Star Wars postal stamps.

11 Responses to “Who is my boss?”

  1. tokyo5 May 24, 2010 at 12:45 pm #

    It was revealed that you can be Darth Vader’s boss (or Ken Watanabe’s or Kaera Kimura’s…as they are the other two spokespeople for this campaign) this summer when the new DoCoMo cell-phone line-up is released.


  2. pac May 1, 2010 at 7:48 pm #

    I would guess that it will be Suntory BOSS. Because he is the Boss of them all for so long. Or maybe Tony Danza?


    • tokyo5 May 1, 2010 at 9:50 pm #

      I forgot about that American TV sitcom show from the ’80s starring Tony Danza called “Who’s The Boss?“.

      Maybe Tony Danza should come to Tokyo too and then he and Darth Vader could search for their bosses together. 😉


  3. Sir Pent April 28, 2010 at 10:21 am #



    • tokyo5 April 28, 2010 at 11:58 pm #

      Did you watch the “movie” on the site of Darth Vader in Tokyo?


  4. bartman905 April 28, 2010 at 9:09 am #

    I read about this also at http://shibuya246.com/2010/04/26/darth-vader-for-docomo/.


    • tokyo5 April 28, 2010 at 11:56 pm #

      Did you see these ads on the trains too?


  5. gigihawaii April 28, 2010 at 4:43 am #

    Sounds like fun! Now, everybody’s curious about it. Wait for the momentum and excitement to build!


    • tokyo5 April 28, 2010 at 11:56 pm #

      Yes, I’m looking forward to what they do on May 11th.


  6. jaydeejapan April 28, 2010 at 2:00 am #

    If you have a webcam, it’ll take your picture and use that. I tried it, and got my picture on the side of a truck driving down the street with my name on it. He also said his boss is more beautiful than me 🙂


    • tokyo5 April 28, 2010 at 11:55 pm #

      I don’t have a webcam. But even if I did, I think I like the picture of Darth Vader with my “name” underneath better than if it was my photo.

      >He also said his boss is more beautiful than me

      He said that to you…and he saw your photo. 😉


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