Toyo Tire & Rubber : Tires Produces Second Brand Concept Film

Osaka, Japan - 25 May, 2016 - Toyo Tire & Rubber Co., Ltd. (Takashi Shimizu, president) has produced its second Toyo Tires brand concept film, released globally on YouTube on Wednesday, May 25, 2016.（https://youtu.be/QFUcDmFGClQ ）

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Since last year Toyo Tires has been rolling out branding initiatives based on the company's slogan of 'Surprising the world.' This slogan encapsulates the company's relentless pursuit of the never-ending challenge to deliver 'surprises' in the form of products that move people by means of unique inventiveness and innovative technology.

In August 2015, Toyo Tires produced and globally released the following short film that embodies this brand concept. (https://youtu.be/iyhzFF4s_A8)

The follow-up brand concept film, 'Surprising the world - Life -' will also be distributed worldwide on YouTube and through other media channels.
This latest film depicts two racing cars (NISSAN GT-R and TOYOTA 86) equipped with Toyo's Proxes flagship brand tires appearing as though they are living, breathing organisms with minds of their own as they race through the grounds of a factory.
As the tires grip the earth in the light of the morning sun, the high-speed car chase captures the joy of life, while the magnificent twin drifting produced at the deft hands of the drivers suggest the elation of a chance encounter. Each scene of spraying water and whirling wind intertwined with the back and forth of the two machines as they race through the winding complex together with the contrasting shifts in speed and changes in lighting represents our own lives, while the donuts unleashed by the vehicles under the setting sun convey the delightful thrill of being alive.

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The film synchronizes 'performance (movement) of car and tire' with 'vignettes of human life' to depict Toyo Tires, a company that supports the performance of vehicles, as 'a brand that supports and uplifts the lives and livelihoods of people from all walks of life.'

In addition to its release on YouTube, this newest brand concept movie will be unveiled at the Toyo Tires both at Reifen Messe, a premier tire expo in Germany (May 24 ~ 27), and will also be screened and utilized on a global scale as Toyo Tires branding material.

[For reference]
■Surprising the world　First film
Two Audi R8 'super cars' cover a vast amount of land in a massive duel that brings out the tires' full potential. With the Audi R8s' exhaust notes blaring out at acceleration, the drifts unfurling at high speed and the smoke-curling, too-close-for-comfort donuts, the word 'surprise' comes to mind - it's a wall-to-wall performance that will exceed the expectations of any car enthusiast.
Views (as of May 23, 2016): 133,903
Featured drivers: Toyo-supported Team TOYO TIRES Drift members Masato Kawabata and Akinori Utsumi

■Surprising the world - Life -　Second film
Toyo Tires pursues peak performance through its proprietary technical innovation while aiming to deliver new value and surprise that rivals cannot match. This brand spirit is captured in the second release of the Surprising the world film series. This latest film encapsulates the company's strong determination to be a brand that constantly surprises the world.
Featured drivers: Toyo-supported Team TOYO TIRES Drift members Masato Kawabata and Hideyuki Fujino
Music: In the Twilight (Composer by TOMISIRO, Lyrics & Songs by Lynne Hobday)