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.