Described as utterly insane and preposterous, Dentsu’s Jungle Wakudoki spot for Toyota Asia Pacific has hit over a million views on YouTube.
“The millennial generation is constantly connected and spends more time online than ever before. The Dentsu team wanted to engage them and provide a platform for them to express themselves. We are proud to support Toyota in this campaign and the response received thus far is indeed ‘Wakudoki’,” Ted Lim, Regional Chief Creative Officer at Dentsu Aegis Network Southeast Asia said.
The campaign’s first installment features a gorilla dancing alongside popular Japanese dance group World Order in a video. The campaign also includes a Wakudoki Dance Contest, encouraging the audience to record their own versions of the Wakudoki dance. The grand winner in each country will get a trip for two to Tokyo.
Time called the ad “utterly insane — and wonderful”, while AdWeek said it was “definitely weird and actually pretty awesome.”
Conceptualized by Dentsu Asia in collaboration with Dentsu Singapore, Dentsu Möbius and the global Dentsu Inc. team, the campaign is in line with Toyota’s global theme – Wakudoki – the Japanese expression for ‘pumping with excitement.’
Wakudoki is Toyota’s first completely digitally-led campaign, launched across eight Asia-Pacific markets – India, Indonesia, Malaysia, Pakistan, Philippines, Singapore, Thailand, and Vietnam to cultivate a youth fan base.
