Microsoft’s cringeworthy new Surface ad makes Japan squirm in unison

Anyone who’s watched more than a smidgen of Japanese TV will tell you that the line between “appropriately heartwarming” and “so cheesy you want to tear your eyeballs out” is drawn in a different place in this country. It can seem like every exchange in a Japanese drama is overly emotionally charged. Why are the actor’s reactions so exaggerated? Does it really have to rain every time someone is sad? And why is there someone running through the streets frantically in every single episode? I have grown to love J-drama’s clichés and warm heart, but still occasionally regard Japanese acting as perplexingly over-done.

It’s heartening to discover, then, that a series of spectacularly cringe-inducing ads for Microsoft’s Surface tablets have been widely panned in Japan, as the nation screams, “Stop! You’re hurting my ears!” in one voice. Let’s take a look at this awkward new advertisement in all its glory.

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