Toyota calls in manga star Takumi Fujiwara to launch it’s. 2022 GR86 sports car.
Often when picking talent for a commercial big brands go with big names like George Clooney for Nespresso.
However, Toyota has gone with the cartoon star of the manga series Initial D. Sure he isn’t exactly Kim Kardashian but he is still very much a star!
It’s niche but it’s also clever.
Toyota of course has a history of using anime to bring its vehicles to life for consumers.
It’s also clever branding – in the anime Fujiwara is a driver that learned to drive around mountains in Toyota’s AE86.
The ads are dubbed in English and feature Fujiwara zooming down the highway and serve to highlight Toyota’s latest model.
Creative director, Rosanne Kang Jovanovski told Muse, “For many, their first encounter with a Toyota 86 vehicle was through the eyes of Takumi Fujiwara taking on the mountain passes of Japan.
“Our audience grew up with this, so there was truly no better conduit to introduce the 2022 GR86. His participation helped to solidify the authenticity of our stories.
“Our creative team are all fans of the original series, and we were excited to create a story that honoured this heritage and legacy through the lens of its origins.
“Many of our audience are fans of the manga and anime, so we felt this would be the most dynamic and authentic way to showcase the new vehicle.”
