Description
Toyota launched the third season of GRIP to show that technology should enhance the thrill of driving rather than replace the driver. While the industry focused on autonomous systems that remove the human element, Toyota used an anime series to demonstrate how tech and human instinct work together.
The story followed a team of drivers facing a mass technology takeover by an elite hacker named Baron Shadow. By diving into the team's origins, the campaign showed the battle to keep humanity's spirit alive against a rogue mainframe.
The season successfully built brand momentum, driving a 6% increase in both brand favorability and consideration. Ultimately, GRIP Season 3 proved that true innovation happens when tech and humans unite to ensure human driving is never erased.
This professional campaign titled 'GRIP - Season 3' was published in United States in February, 2025. It was created for the brand: Toyota USA, by ad agency: Intertrend Communications. This Digital, Experiential, and Film media campaign is related to the Automotive and Personal Transportation industry and contains 6 media assets. It was submitted 6 days ago.
Credits
Advertising Agency: Intertrend Communications
Production Company: Lawrence Fells Productions
PR Agency: Meehan Business Advisers
Intertrend Communication
CEO: Julia Huang
Managing Director: Rita Cheng
Executive Creative Director: Matthew Choy
Creative Director: Eugene Kim
Creative Director: Harim Kim
VP, Account Management: Joe Min
Executive Account Director: Alyssa Hu
Account Supervisor: Helen Wang
Account Coordinator: Violet Huynh
Strategy Director: Pallavi Reddy
Associate Strategy Director: Esther Lee
Senior Strategic Planner: Philip Kim
Executive Producer: Jeanette Kung
Executive Media Director: Cheryl Lee
Media Director: Idy Tsao
Media Planner: Bea Castrence
Toyota Motor North America
Group Vice President, Marketing: Michael Tripp
Vice President: Tim Bliss
Senior Manager, Brand: Tyler McBride
Manager, Brand: Alex Ahrendsen
Senior Planner, Brand: Sean Mahase
Senior Manager, Media: Angie White
Manager, Brand Media : Alex Chau
Sr. Planner, Brand Media: Scott Bennett
Vice President: Tony Mueller
General Manager: Mia Phillips
