Toyota's Anime Epic "GRIP" Hits the Big Screen—Four-Season Journey Culminates in Cinematic Final Chapter

Toyota just proved that automotive brands can play the culture game at an entirely different level. After three seasons of capturing global audiences with “GRIP,” the brand is dropping its first-ever anime feature film this November, and the results speak volumes: over 300 million impressions, along with massive engagement boosts among Gen Z and multicultural audiences.

From Series to Silver Screen

The journey reaches its peak with “GRIP, A Toyota Movie,” premiering November 5, 2025. Directed by Yoriaki Mochizuki (known for Harley Quinn and Final Space), this nearly ten-minute short film transforms what started as a digital series into a full cinematic experience. Unlike typical branded content, this isn’t a commercial with a plot—it’s a genuinely compelling story that happens to feature Toyota at its core.

The film’s premise taps into anxieties and dreams that resonate deeply: a near-future world where AI-controlled self-driving cars have nearly eliminated the human joy of driving. A ragtag team of passionate drivers fights back against a villain determined to erase this fundamental human desire. Woven through the action are intimate moments—a son reconnecting with his father, a daughter rekindling a lost bond. The meta-message is surprisingly profound: technology serves humanity, not the other way around.

How Toyota Built a Cultural Phenomenon

What makes this campaign remarkable isn’t just the anime itself. Toyota’s 360-degree activation strategy created a full ecosystem:

• Programmatic out-of-home takeovers put GRIP in unexpected urban spaces
• Festival partnerships with Anime Impulse Universe and Formula Drift positioned Toyota as a lifestyle brand, not just a car company
• Collaborations with Spotify and Japanese girl group ATARASHII GAKKO! proved Toyota could speak fluently to multiple fandoms simultaneously

This wasn’t a brand desperately chasing trends. It was strategic cultural architecture.

The Numbers Behind the Hype

300+ million impressions isn’t just a vanity metric. The campaign drove double-digit lifts in brand perception among exactly the demographics Toyota needed to reach: Gen Z and multicultural audiences who grew up on anime and value authenticity over traditional advertising.

For three years, Toyota essentially created its own lane in anime storytelling. While other brands dipped their toes into pop culture, Toyota invested in sustained creative excellence.

What “GRIP, A Toyota Movie” Actually Says

Matthew Choy, executive director of strategy/creative at Intertrend (the agency behind the project), put it simply: this final chapter “amplifies” everything fans loved—the artistry, the energy, the emotion—into “a cinematic statement about humanity and technology.”

Dedra DeLilli, Vice President of Marketing Communications at Toyota Motor North America, added that each GRIP season “pushed the boundaries of branded storytelling.” The closing chapter honors this legacy while redefining what it means for a brand to “show up in culture—authentic, artistic, and emotionally resonant.”

Why This Matters

In an era of algorithmic feeds and 6-second ads, Toyota bet big on depth, consistency, and genuine creative ambition. The anime isn’t there to sell you a car—it’s there because the story matters. That’s the rare formula that builds brand loyalty that lasts beyond a single campaign cycle.

“GRIP, A Toyota Movie” launches globally November 5, 2025. Whether you’re an anime fan, a car enthusiast, or someone who appreciates brands that refuse to phone it in, this one’s worth watching.