Toyota Made An Anime You Can Watch Right Now
Unveiling a new twist in the world of animation and automobiles, Toyota has released an anime series of its own, titled Grip. The Toyota anime takes viewers into a vague futuristic setting where roads are dominated by bland, autonomous vehicles manufactured by a faceless mega-corporation named SynthCorp.
In this corporate dystopia, the once famous racing driver and now CEO of SynthCorp, the enigmatic Dr. Aron Synth, who lost a hand presumably in a racing accident, aims to wipe out human driving. His ominous closing line, “The future is mine… and nobody can stop me!” hints at even more sinister intentions.
Check out Toyota’s Grip anime below:
However, a trio of unlikely heroes emerges to challenge this future. The protagonists are: Jae Kang, known for his fearless driving skills; Linh “Nitro” Lam, a young and passionate racer; and Kumail Jo, a seasoned racer with a fiery personality. Using their fleet of Toyota GR vehicles, the trio takes on Dr. Synth in an unclear, but undoubtedly high-octane war of wheels.
The Toyota anime takes viewers into a vague futuristic setting where roads are dominated by bland, autonomous vehicles
While the Toyota anime will tell a narrative, it’s still, at heart, and ad for the car manufacturer. The primary goal of Grip is to underscore Toyota’s commitment to human driving and catering to car enthusiasts. The car brand is presented as a tool to resist the rise of autonomous, self-driving pods, positioning Toyota as one of the few manufacturers that still cares about what car lovers want.
This foray into anime is not Toyota’s first innovative advertising. The brand has had a rich history of engaging campaigns, infusing creativity and passion into its customer engagement. So, while the Toyota anime might be a five-episode-long commercial, the company’s dedication to pushing boundaries in advertising is worth applauding.
In fact, the Toyota anime is the next logical step in the company’s “Never Settle” marketing strategy which began in 2022. Diverging from traditional automobile-centric advertising, that campaign was also narrative-based, featuring seven unique segments that each represent a different life’s chapter.
Toyota has had a rich history of engaging campaigns, infusing creativity and passion into its customer engagement
The core objective of “Never Settle” was to emotionally connect with consumers by using storytelling where cars play a supporting role, subtly associating different stories with different Toyota models.
The vignettes highlighted significant life moments and victories, such as a family bringing a new baby home in a Toyota Sienna, a young boy learning to swim and cycle, and celebrating significant accomplishments in the Latino community.
Grip, the Toyota anime, moves from more down to earth tales of the “Never Settle” campaign to a unique take on dystopian sci-fi. Yet, the overarching message is the same: Toyota is a lifestyle brand. In this case, the lifestyle is that of car lovers who would gladly forego the convenience of autonomous vehicles to drive cars on their own.
Clocking in at just over one minute, the first episode is longer than most commercials but significantly shorter than most cartoons. If Grip goes viral, maybe the Toyota anime could follow in the footsteps of the California Raisins and transcend commercials to achieve popularity in other media.
The first full episode of the Toyota anime, Grip, has already launched on Toyota USA’s YouTube channel, with four more to follow.
