Toyota Releases Controversial Commercials with Androgynous Model

A few months ago, Toyota said it’s pinning all of its hopes on a new front-wheel drive architecture that would eventually underpin 70 percent of its cars. Since this is one of the world’s biggest companies, we took this quite seriously, but somebody working in marketing thoroughly ruined things.
19YO Israeli model 1 photo
Photo: screenshot from Youtube
These commercials come from Japan, a highly civilized country, but also the main source for weirdness across the internet. They feature a 19-year old androgynous model with both female and male traits posing around in underwear.

The idea is that just like this isn’t for everybody, so too the new Toyota Auris hatch not a car for all tastes. We guess that Japan is more open to transgender imagery, since this would commercial would surely have been banned in Europe or America.

Now, we don’t have anything against the idea in itself, but the outrage these ads spark is somewhat justified. The videos are actually a form of deception, as they initially offer imagery of what is perceived as female beauty.

There’s also a case to be made against the company brand itself here, as Toyota cars are usually marketed as being good for the whole family, with numerous features to protect child passengers. This ad somewhat cuts against the grain of traditional values, and somewhat limits the mass-market appeal of the Auris hatch.

You have to give your congrats to Toyota for being so bold with this. They're usually the first to rummage in the boring commercials bin. But was this really necessary? This is the Toyota Auris we’re talking about, a rival for the VW Golf or Ford Focus. It’s not a car associated with the fashion industry or people who want to stand out.

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About the author: Mihnea Radu
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Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida.
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