Information Architects explains the cultural nuances native to Japan and how they influence the making of Apple’s “I’m a Mac” campaign.
The ads are not as obvious as the western originals. In Japan you need to be more subtle. In Japan you’re considered particularly dumb and obnoxious if you’re caught bragging with your qualities, and smart and nice if you play it down. The western Mac ads would backfire in Japan (the Mac would appear to lack class).