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August 2016
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Translation of Apple’s “Network” ad

My friend Sachiko Iwabuchi just wrote this great translation and interpretation of Apple’s “Network” ad, and she gave me permission to post it here. I love these ads, and I’m happy to know what this one means now.

The ad might have been out for a while, but last night I saw Mac’s new TV ad on “Network.”
If you don’t watch TV like me, visit

In the TV commercial, Mac talks to Japanese Digital Camera in Japanese.

Mac: Hajimemashite. [Nice to meet you]
DC: Hajimemashite. [Nice to meet you, too]
Mac: Yoroshiku onegai shimasu.*

PC/Gates: Wait, wait, wait, do you speak her language?

DC shows a digital photo.

Mac: Ah, arigato.

DC: Ne, ne, ne, [this part is inaudible, even to me, but I am guessing], dare ano hito?
Chotto otakuppoku nai?
[Hey, hey, hey, [inaudible] who is that guy? He looks like a geek a bit , doesn’t he?]

I don’t think I don’t need to translate “Buon giorno.”

*”Yoroshiku (onegai shimasu)” is very difficult to translate.
One one-line Japanese-English translation tool gave me “Please kindly look after (me).”
But it sounds so odd if I translate Mac’s speech literally as “Please kindly look after me.”

One site has a really good explanation about “yoroshiku.”

I suppose every language has a number of expressions that defy translation into another language. One of the Japanese phrases that belong to this category would be “Yoroshiku onegai shimasu.” Let’s look at a few examples first.

Watashi wa Romi desu. Yoroshiku onegai shimasu.
My name is Romi. Nice to meet you.

Getsumatsu madeni ohenji o kudasai. Yoroshiku onegai shimasu.
Please reply by the end of this month. Thank you in advance.

Douka musume o yoroshiku ongegai shimasu.
Please look after my daughter.

“Yoroshiku” is a word with a number of meanings. Its etymological cousin, “Yoroshii” is an adjective meaning good, approved, desirable, and convenient. “onegai shimasu” consists of “o” ( a prefix of politeness), “negai” (originally, a noun denoting wish, hope, and the like), “shi”, which is an inflectional form of the general verb “suru” (do), and “masu”, an auxiliary verb of politeness. Thus, if I were to be forced to translate the phrase “Yoroshiku onegai shimasu.” into English, I would say, “I hope you will take care of ( someone / something ) in a way that is convenient for both you and me. (I count on your cooperation.)” Again, the group-oriented mentality of our agrarian society seems to be reflected in this expression.


Conclusion: Get a Mac!

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