Toyota woos Japan’s youth with Hybrid Harrier

Boutique Tokyo agency Tugboat has launched a campaign for Toyota’s low-emissions car the Hybrid Harrier targeting young Japanese.

Toyota has been marketing aggressively in Japan recently, not to fend off rivals but to attract the youth market who are increasingly disinterested in owning a car, according to the agency.

The campaign is running on national TV in print on billboards and online.


  • Client: Toyota Marketing Japan Corporation
  • Product: Hybrid Harrier
  • Title: “The story of H.H. Side A & Side B”
  • Duration: 110 sec x 2
  • Creative Agency: TUGBOAT
  • Creative Director: Yasumichi Oka
  • Copywriter/Creative
  • Director: Taku Tada Art
  • Director: Seijo Kawaguchi
  • Director: Kosai Sekine
  • DOP: Ekkehart Pollack
  • Producer: Kazuya Nemoto, Sunao Nonaka
  • Production company: Tohokushinsha Film Corporation
  • Other agency(s): Delphys Inc.
  • Media: Japan National / TV, Print, Billboards, Web

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