White Family (SoftBank) CM #001. “Unimaginable Family” Japanese CM [with English subtitles]
What exactly is this “White Family 24”?
Ah, that’s our plan where you can call your family members for free 24 hours a day.
What’s this “White Family 24” about?
Eh? I have to explain it to my family at home too?
I want to know too!
You too, brother?
Say, aren’t you home pretty late toda-
I wasn’t informed of this.
What are you talking about? Like I sai-
I’d like to know as well.
Not you too, dad.
I think it’s fine if you don’t know, dear.
What’s so funny?
My apologies, father.
So, what is it?
This “White Family 24” thing…
*T/N: The phrase “kiite masendeshita” (聞いてませんでした) is a sort of stock excuse used in the professional world that pretty much translates to “I did not hear about this” and is essentially used to avoid taking responsibility for something bad. It becomes the brother’s catchphrase from here on.
The White Family (白戸家) is an advertising campaign by the Japanese multinational telecommunications and Internet corporation SoftBank Group Corp. which features a white Hokkaido inu, Otou-san, as the father of a household.
More information about it can be read here: