A new TV commercial began airing on September 11, showcasing Toyota's brand concept, "TO YOU. TOYOTA." This time, the focus is on "me." Chief Branding Officer Simon Humphries shares his goals and hopes for the TV commercial.
To begin, please watch this video:
A woman climbing stone steps. A man enjoying fishing on the riverbank. People playing tennis and basketball with friends.
All of them are using “me,” a series of new mobility devices unveiled at the Japan Mobility Show (JMS) in 2025.
Although still in the concept stage, they are featured in the new brand commercial that launched on September 11, expressing Toyota’s commitment to freedom of mobility. The video above is the 60-second version.
Ahead of the commercial’s release, we spoke with Chief Branding Officer (CBO) Simon Humphries about the commercial’s aims and his hopes for a future where everyone can move in a way that is true to them.
For an introduction to the three models in the series, as well as the development team’s vision, make sure to read our previous Toyota Times article, “Mobility Unlocks Boundless Possibility.”
Taking human potential to the next level
The me mobility series is designed to be enjoyed by all, regardless of physical ability or age, ensuring everyone can get where they want to go. It redefines what assistive vehicles, products, and equipment can be.
When asked about featuring the me series in this commercial, CBO Humphries began by explaining the series’ role in Toyota’s mobility company transformation and the intent behind its appearance at JMS.
CBO Humphries
The most crucial point came in 2018, when Chairman Akio Toyoda declared that we would transform into a mobility company. How exactly do we define “mobility company?”
From one perspective, it’s about ensuring that no one is left behind, and I think that’s a very straightforward definition. I don’t think cars will disappear any time soon. But how will they change as a concept?
For instance, given all the various situations that people face around the world, we can’t say for certain that a car is always the most appropriate means of transportation. At last year’s JMS, as we talked about how we are approaching the challenge of becoming a mobility company and maintaining our spirit of invention, cars were naturally at the very center of that discussion.
At the same time, people who have difficulty getting around also want to move more freely. “me” is not just a product name; it stands for “me to the power of X”—in other words, “taking the potential within every ‘me’ to the next level.” If Toyota can contribute to that in some way, we will be closer to achieving our goal of ensuring no one is left behind.
We wanted to start a genuine conversation about these projects with people outside the company. That is why we shared this idea at JMS. It was a statement of intent. As we forge our way forward, we want to engage in dialogue about how to proceed.
The new commercial is intended both to remind viewers that these mobility solutions were presented at JMS, and to show that Toyota certainly has not forgotten about them.
Its release has been timed to keep the conversation going at the Aichi-Nagoya Asian Games, which begin on September 19, and the Aichi-Nagoya Asian Para Games, kicking off on October 18. The me series will be on display at several venues, including the Nagoya City Mizuho Park Athletic Stadium, which will host the opening and closing ceremonies.
Seeing eye to eye in a barrier-free society
In the commercial, people use the Boost me, which is part of the series, to enjoy playing tennis and basketball regardless of physical ability.
CBO Humphries has witnessed similar scenes for himself. The 2023 JMS featured NEO Steer, a steering wheel developed with para-alpine skier Taiki Morii, which places both acceleration and braking at the driver’s fingertips, doing away with the need for foot pedals. At the event, many attendees tried out a driving simulation with NEO Steer.
“The best part was seeing all kinds of people, both wheelchair users and nonusers, going head-to-head and having fun with it together,” recalls CBO Humphries.
Competing together, having fun together. This is what CBO Humphries hopes to achieve by expanding the range of assistive products.
CBO Humphries
When you have a match between two people in wheelchairs, their line of sight is the same, but what if one of them was not in a wheelchair? Then they’re playing at different eye levels.
With the Boost me, everyone’s eyes are at the same height. Wouldn’t that make things more fun? Then once we create it, ideally the product will spread beyond those with disabilities, as all kinds of people find their own ways of using these devices.
As we continue to come up with these different “me” ideas, talking about our dreams is sure to expand the range of users beyond people with disabilities, and all kinds of new uses will emerge. Ultimately, the ideal is a barrier-free world. That’s why everyone should feel free to use them however they like.
I believe doing so will steadily break down the barriers in society. It’s very important that we steer things in that direction.
