JapanNewbie

It hadn’t been stuck in my head for quite a while. Now it is, just seeing it mentioned. Damn you.

Many English speakers, myself included, don’t realize the first few times they hear 「スイッチ」 that it’s simply “switch”. ^_^

As for 「スイッチョ スイッチョ」, I’d guess the Japanese probably picked it up from European and American magicians when they first began performing there many years ago. Picture a magician passing his hands over a bird that he’s about to transform into a rabbit and saying forcefully, “Switch! Switch!” When I used to read old magic books as a child, the same incantation was sometimes recommended for dramatic moments when you’re willing the magic to happen.

In other words, “hocus pocus”, “alacazam”, “abracadabra” and the like would all be valid translations.

Next time you see that part of the video, listen for the sound effect and watch the gestures they make, and you’ll witness the magic happening right before your eyes. ^_^

As I said the magic thing was just a guess, but I’m almost positive about the association with the word “switch”. My wife refuses to watch anything on Youtube for fear someone will track her down and arrest for her copyright infringement, so instead of playing the video I asked her last night, “What is スイッチョ?” She said “switch”. Then I asked, “Well, what about the チョ at the end?” She said it’s for emphasis. Then I asked, “If I said, ‘スイッチョ スイッチョ’ what would you think?” She replied, “Are you a witch? Did you cast a spell on me?”
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Anyway, it’s nothing definitive, but I guess it shows we think alike. ^_^

I really want her to see the video so that I can see if she still has the same opinion. It could be one of those things that really depends on the context, and maybe also how awake your spouse is when you ask her about it. ^_^ I wonder if the official website has the video? I’ll have to check that out since I know she’ll refuse to watch it if it’s on Youtube. She really is the most law-abiding person I know, and I admire her for that even though I’m a typical American when it comes to such things. Hey, it’s free advertising, right? And it worked, too, since now all I can think about is eating some charming tarako…
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If you try it on a random Japanese person, be sure to get their reaction on video. And do the flashing finger motion, too, for full effect! ^_^

I talked to my wife again and asked her if スイッチョスイッチョ reminds her of anything else besides a magical incantation, and she said the rhythm of people marching in formation. Recalling the rest of the line about heading out, and the visual from the commercial where you see all the tarako marching along, I like that one better than spellcasting, swimming or the sound of a bug. ^_^

Thank you for this phonetic & English translation blog entry. I think that people from all over the world should learn the words and the dance and do it, like all those people from around the world were doing Michael Jackson’s “Thriller.” Why not? It’s fun and catchy and would probably cheer people up. I’ve read so many Youtube comments of people saying this song is addictive, and I think it’s best to *channel* the addiction. Coopt the commercial, LOLz. Anyways, many thanks from NY City!

Chris, I agree 100% with the Russian sound, and have also been trying to track down the original music. I would be very surprised, and impressed, if this music is original to this campaign.