It’s a tried and true method of gaining attention in the business world: try something visibly different. For Japanese mobile phone company Softbank, “different” is in the form of 33-year-old Dante Carver.
Carver is a member of the quirky Japanese family that fronts the ad campaign for Softbank. If you haven’t guessed by his name yet, he’s not Japanese. He’s an African-American from New York. Granted, he’s not the only non-Japanese member of the advertising campaign: there’s also the dog, who is the father of the family.