Toyota admits that their 2013 Auris is not a car for everyone. Neither is their commercial.
The new campaign features a model from Israel, 19-year-old Stav Strashko, who identifies as transgender. And is nearly naked. The tagline for the campaign is, “not in trend, not casual, not for everyone, not authority, but Auris”. The commercials will air only in Japan.
The commercial makes an oblique play on the idea of hybrid (both regular and hybrid models of the car were launched.)
The car will debut at this year’s Paris Auto Show in September but will not be on sale in Europe for several months.