Capcom Japan’s latest promo campaign for Dead Rising 2 Off the Record (which is out already, mind you) is rife with phrases that are particularly difficult to translate, but it’s a hilarious campaign, so I’ll try!

The campaign, dubbed “33 Frank” (this is pronounced “San-zan Frank”, where “San-zan” is a pun meaning “33” as well as something to the effect of “like mad” or “all over the place”), is a series of brief video clips giving suggestions on cool ways to play the game. The series is ongoing, with the first six videos already out.

Check them out here . 

1. “Dare to take a dive.”

2. “Real men never look back at an explosion.”

3. “The joy of mobility.”

4. “A burning passion.”

5. “Bring everybody together.”

6. “Paper Frank.”

Oh yeah, and that slogan at the end of each video, “Kono otoko–kikakugai!” is something to the effect of “This man is an anomaly!” or “This guy does things his  way!”