Exclusive: Japanese girl band Atarashii Gakko! on soundtracking ...

The group provides the soundtrack for the second season of Toyota’s original anime series, Grip. Launched in February 2024 across Toyota’s website and social media channels, Grip is a dynamic, high-voltage series set in a not-too-distant future where driverless cars clash with motorists craving the open road.

Featured prominently in the series are vehicles from Toyota’s Gazoo Racing lineup, including the GR Supra, GR8 and GR Corolla, all designed with motorsports DNA. Since its debut, the series has become quite popular, amassing over 17m impressions across digital channels.

As Grip’s second season premieres on October 2, Toyota promises new adventures, introducing a fierce female protagonist named Linh and a soundtrack that complements the series’ empowering themes.

This season’s music centerpiece is Atarashii Gakko!’s standout track, ’Omakase,’ from the group’s newly released album, AG! Calling. The high-energy song captures the essence of the anime, embodying its spirit of boldness and perseverance.

In an engaging teaser video, the band members star in what appears to be a mini music video. They are seen driving sports cars and drag racing through parking structures and across scenic fields while mouthing the words to their song. The visuals combine real cars with animated elements, creating a whimsical, toy-like energy.

Aided by a translator, Atarashii Gakko! opened up to The Drum about their collaboration with Toyota.

“Partnering with Toyota for the Grip anime campaign was such an exciting opportunity for us,” the band shared. “The themes of the show really vibe with the energy of our song ‘Omakase.’ It’s all about embracing life’s twists and turns with a bold, fearless attitude ... ‘Omakase’ means ‘leave it to us,’ and that’s the mindset we wanted to bring – trusting yourself, taking charge and just going for it, no matter the obstacles.”

Collaborating with Toyota empowered the group to express its cultural roots while appealing to a broader audience.

“While it’s mainly a pop song, [Omakase] draws heavily from traditional Japanese musical influences, like the rhythmic use of drums and chord progressions,” the band explains. “These elements help create a sound that’s both modern and rooted in our cultural background. At the same time, we kept the playful, spirited essence of the song, ensuring it felt uniquely like us.”

The synergy between the Grip series and the band’s style also highlights the power of storytelling through anime – a unique choice for an automaker like Toyota.

“Since anime originated in Japan, just like us, it felt like a natural fit to combine our music with the series,” the band notes. “The dynamic storytelling of anime perfectly matches our high-energy performances and bold creative vision.”

On the brand side, Toyota aims to promote and connect with women – while challenging societal norms. This is what led Intertrend Communications — Toyota’s multicultural agency-of-record for over 20 years — to Atarashii Gakko!, according to the agency’s CEO Julia Huang.

“It is gratifying to witness [Toyota] transform its advertising approach into innovative and distinctive content that genuinely connects with audiences,” Huang tells The Drum. “Following the global success of the first season, we are thrilled to inject even greater creativity into season two, emphasizing themes of resilience and women’s empowerment.”

Intertrend Communications, which specializes in helping American brands engage Asian American audiences, was an especially valuable partner, as the organization ”provides essential cultural insights for our creative campaigns,” according to Alexandra Ahrendsen, Toyota Motor North America’s manager of brand and growth audiences.

And for the band members, the core message of women’s empowerment resonates with them, too, making the partnership feel organic and authentic.

“As a group, it‘s incredibly important for us to be part of projects that highlight strong female characters and themes of self-reliance and confidence,” they say. “Collaborating on Grip allows us to amplify that message. We want to inspire young women to embrace their individuality, face challenges head-on and break barriers.”

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