Toyota Shifts Gear With “Grip” in Anime: A Futuristic Story of Rebellion and the Thrill of Driving.
In a surprise move, Toyota is venturing into the vibrant world of anime with its new series, “GRIP.” Launching on February 26, 2024, the five-episode saga takes viewers on an exciting journey into a future where the joy of driving is under attack by the lifeless grip of automation.
A story rooted in passion
While automotive manufacturers often use product placement strategies in movies or television shows, Toyota’s “GRIP” goes beyond mere advertising. Instead, it crafts a compelling narrative centred around Jae Kang, a passionate driver who leads the resistance against the dominance of autonomous vehicles.
This approach allows Toyota to connect with young audiences and car enthusiasts on a deeper level, fostering a sense of shared passion and rebellion against the perceived threat of soulless technology.
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A world dominated by automation: setting the stage for GRIP
The series takes place in a dystopian future where the once-cherished freedom of driving has been replaced by a rigid system of self-driving cars controlled by the powerful tech conglomerate, SynthCorp. The company’s CEO, Dr. Synth, plays a scary villain who manipulates public perception, presenting safety and efficiency as the benefits of relinquishing control to automated vehicles. However, beneath the surface, his intentions are far more sinister.
Jay Kang and GR Crew: Champions of Driving Freedom
Enter our protagonist Jae Kang, a lively and rebellious man who embodies the spirit of driving. He, along with his crew of skilled drivers, are the backbone of the resistance against SynthCorp’s control. His weapon of choice? Toyota’s high-performance GR (Gazu Racing) vehicles, including the GR Corolla, GR Supra and GR86. These customized cars, each boasting unique personalities, become powerful symbols of defiance against the bland uniformity of SynthCorp’s self-driving fleet.
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Beyond Race: Exploring Deeper Themes Through Anime
Although the series promises exciting races and heart-pounding action, it goes much deeper than just a superficial car chase. “GRIP” cleverly uses the platform of anime to explore themes relevant to our times. It opens a conversation about the ever-increasing impact of automation on various aspects of life, raising questions about the potential loss of human control and the value of individual choice in a technology-driven world.
The narrative also explores the difference between the analogue experience of driving and the digital world of automation. This creates a trust conflict for audiences, especially the younger generation who are navigating an increasingly digital environment. Additionally, the battle between Jay Kang and Dr. Synth echoes the age-old struggle between good and evil, presenting a timeless theme that appeals to audiences of all ages.
Collaboration of creative minds: coming to grips with life
Produced by Long Beach-based marketing agency Intertrend, “GRIP” boasts a talented crew behind the scenes. Executive producer Frank Mele, with experience on projects such as “Beats, Rhymes, and Life: The Travels of a Tribe Called Quest”, brings his expertise to the narrative. Supervising director Jae Woo Kim, whose portfolio includes “Blood of Zeus” and “Tron: Uprising,” ensures that the series delivers visually stunning animation.
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A Unique Marketing Strategy: Reaching New Audiences
Toyota’s entry into anime is a bold and innovative marketing strategy. By taking advantage of the immense popularity of anime, especially among Gen-Z and young Asian-American audiences, Toyota creates a unique opportunity to connect with potential customers on a deeper level.
As Matthew Choy, executive director of strategy/creative at Intertrend, explains, “Anime allows for larger-than-life images of both cars and people” and “helps heighten the thrill and excitement of driving.”
More than entertainment: a call to action
“GRIP” is more than just an entertaining anime series. It serves as a subtle call to action, encouraging viewers to question the impact of automation and cherish the irreplaceable human connection associated with driving. With all five episodes available for free on Toyota’s website, the reach of the series further extends its reach and allows viewers to experience the captivating story and its underlying themes.
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A promising start and a vision ahead
Toyota’s “GRIP” marks a significant step into uncharted territory for the automotive giant. Using the power of storytelling and the popularity of anime, the series promotes its GR performance cars and sparks thought-provoking conversations about the future of driving and human connection in our constantly evolving world.
As the five-episode saga concludes, one can only wonder if this is the beginning of a deeper exploration of the world of anime for Toyota, or a singular, yet impactful, venture. The answer, like the future of driving itself, remains to be seen.
