Toyota, the Japanese automobile giant, has dipped its toes into a very unlikely new avenue: Anime! Yes, after getting the audience pumped with the high-adrenaline trailers for its new car racing-themed anime, GRIP, Toyota has been releasing the free anime series weekly since February 26 via the company’s official website. Viewers can access all the released episodes at toyota.com/grip.
GRIP, the five-episode animated series, is produced by Intertrend, a creative ad agency new to the anime creation scene. The anime is directed by Jae Woo Kim, who has worked on popular anime like Ultimate Spiderman and Dota: Dragon's Blood. GRIP showcases Toyota's Gazoo Racing cars and narrates the story of a "dashing protagonist who's taking on the evil of soulless machines" in a fast-paced and adventure-filled tale. Featuring authentic Japanese anime illustrations, GRIP is the perfect mix of action and adventure with a touch of heroic cynicism to attract a new and young anime-loving audience.
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The series revolves around the adventures of Jae Kang, a young driver in his signature red jacket, and his crew as they navigate the busy streets of their futuristic city, which is dominated by SynthCorp, a fictional technology corporation. GRIP begins in a world where the joy of driving has all but disappeared. Dr. Synth leads SynthCorp, a corporation with a "vast fleet of standardized vehicles" that he has persuaded the public to believe are safer, more efficient, and will lead to a better society. However, just like in all good action anime, the situation is not as straightforward as it seems. So our protagonist must embark on a dangerous adventure, and in a race against time, Kang and Natch, his track-built GR Corolla, must save the city from an imminent catastrophe.
This new anime release, as part of an ad campaign for Toyota, is receiving all the attention from the intended audiences. According to Matthew Choy, Executive Director of Strategy at Intertrend, anime serves as an ideal medium to reach a specific audience because it provides a storytelling platform that does not follow the traditional and commonly used advertising approaches but sure does hit the mark. He also remarked that the concept of utilizing anime to showcase Toyota's cars and their dependability was inspired by iconic anime series like Initial D, which hold a significant place in automotive culture. Mr. Choy aptly explained the main motive for releasing GRIP by saying, “Anime allows for larger-than-life portraits of both cars and people,” and it definitely “amps up the thrill and excitement of driving.”
The release of GRIP by Toyota is a bold move aimed at capturing the hearts of a younger audience. Toyota has embarked on this captivating campaign through the release of GRIP. This strategic initiative not only seeks to challenge preconceived notions about the brand but also to ignite the excitement and passion associated with the thrill of driving. Toyota's GRIP series aims to create a fresh and dynamic impression, leaving a lasting legacy for the brand.
