In Japan, it’s becoming increasingly common to see companies using animated videos in their marketing and PR strategies.
A well-known example is the anime-style commercial produced for Taisei Corporation by director Makoto Shinkai, which continues to be recognized as a benchmark in animated corporate advertising.
For this article, we sat down with Mr. Eitaro Saito, President of Kyoei Forging Works Co., Ltd., a manufacturing company based in Niigata that commissioned G-angle to produce an animated video.
We spoke candidly about some of the key questions that come up when considering this kind of project: Why choose anime for corporate advertising? And did the results justify the investment?
■ About President Saito

Eitaro Saito
- Born July 3, 1974
- Graduate of Judson School, Paradise Valley, Arizona, USA
- Bachelor of Business Administration, Mount Ida College, Newton, Massachusetts, USA
- After working at Tokyo Kanzai Co., Ltd. and Daifuku America Corporation, he joined Kyoei Forging Works Co., Ltd., where he became the company’s third president in April 2017.
Hobbies
Raising his kids, training and watching martial arts and boxing, hitting the slopes and the water on skis and jet skis, and unwinding with anime and zombie movies.
■ About the Company

Kyoei Forging Works Co., Ltd.
Founded in April 1930 and now operating on a global scale, Kyoei Forging Works is based in Sanjo, Niigata, a city known for craftsmanship. The company holds the world’s leading market share for agricultural machinery components and is also a top domestic supplier of conveyor chains essential to automotive factories.
Its strength lies in advanced forging techniques that maintain exceptional durability while accommodating complex shapes and designs.
Why Choose Anime for Corporate Advertising?
——What made you decide to create a commercial using anime in the first place?

One of the biggest reasons was that I felt anime tends to stay in people’s memories.



Companies like Taisei Corporation and Pepsi have also created commercials in the anime style. From my own experience, I remembered those clearly, and that really stuck with me. There’s also the fact that anime can present things in a more visually appealing way than reality.
That aspect played a big role in the decision as well.



When you look at Taisei Corporation’s anime commercial, the characters are well-drawn and the visuals give off a clean, polished impression.
Of course, in reality, the job sites are probably full of more rugged guys and older workers, but we wanted to shift the image of our company.
We hoped to reach an audience we hadn’t connected with before, and that desire to update how we’re perceived is what ultimately led us to pursue an anime production.
——What were you most focused on during the production process?



Our main goal was simply to get our company’s name out there.



We decided not to worry too much about explaining exactly what we do, and instead focused on how to make a strong impression and boost recognition.
To do that, we knew the visuals had to really stand out.
At one point, we thought, “What if we threw in a robot?”



Rather than creating something generic that would appeal to everyone, we wanted to make something original that wouldn’t feel like a copy of what was already out there and would get people talking.
So after sharing a general concept, we told the team, “It can be a fighter jet, a robot, even a mobile suit like something out of Gundam. Do whatever you think will make it interesting.”
That open-ended approach is what led to the final version of the commercial.
This is the completed anime commercial for Kyoei Forging Works, produced by G-angle.
It has been featured on online media platforms, surpassed 82,000 views on YouTube, and even attracted coverage from local TV stations.



We felt that trying to explain what our company does through a story wouldn’t be effective in just 45 seconds.
No matter how beautifully we showed scenes of our machines at work, if it didn’t stick in people’s memories, it wouldn’t have any real impact.
That’s why we decided not to focus on storytelling.



I’d be happy if it became the kind of commercial people remember seeing over and over as kids, and still recognize when they’re adults. Something that really sticks with them.
Behind the Scenes: How the Anime Commercial Surprised the Team
——The commercial has been getting attention on platforms like Twitter. What kind of response have you received?



We’ve received a ton of messages from people telling us they caught the commercial. The reaction has been way bigger than we expected.



Believe it or not, even our senior management didn’t know we were making an anime until it aired. Apparently, someone they knew reached out to them, and they were completely confused at first! laughs



That’s when I finally told them I’d actually been keeping it under wraps, but we made an anime.
To be honest, I was worried they might push back on the idea during production, so I decided to stay quiet until it was finished. laughs
——Wait, so you went ahead with the production entirely on your own?



Yeah, pretty much. I did run it by the board just in case, but it was mostly my call.
In the end, it did go pretty viral, so I’d say it worked out just fine. laughs
——By the way, have you already used the commercial for recruitment purposes, like at career forums?



We didn’t finish it in time for this year’s career forum, so we haven’t had a chance to showcase it yet.
But we’re planning to play it at our booth at next year’s event.



That said, we’ve already started getting some interesting applications. Even though we’re a forging company, we’ve had people from animation schools come in for interviews.
It’s great to know that people see us as a company that does creative and unexpected things.
Was It Worth It? A Look at ROI and Visibility
——Was producing the anime something you had planned for in this year’s budget?



At the time we were putting the budget together, producing an anime wasn’t even on our radar, so it definitely wasn’t included.
But fortunately, business was going well this year, so we decided to go for it.
——Do you feel the results were worth the cost?



It’s hard to measure the return on investment in exact numbers, but the video surpassed 40,000 views within two months of going live, and it was also featured by local media.
So in terms of raising brand awareness, I think it’s definitely had an impact.



At next year’s career forum, we’ll get a better sense of the impact by seeing how many people stop by our booth out of genuine interest, especially with so many other companies exhibiting.
If students recognize the commercial and stop because they’ve seen it before, that would be a great success for us.
——It’s probably still difficult to measure the exact impact in numbers, but are you considering a follow-up project?



The feedback has been really positive, so I’d definitely like to do a sequel.
I’m thinking of a three-part series, each 45 seconds long, and maybe this time we could add a bit more story.



Voice acting is such an important part of what makes anime so engaging, so for the next project, I’d love to bring in some well-known voice talent.
Maybe someone who’s played a certain gunslinging gentleman in a fedora, or a famous pilot of a red mobile suit from a classic mecha series… laughs



This time, the team delivered a really high-quality piece, so for the next one, I’d love to create something with enough impact to get noticed at Cannes Lions.


Key Takeaways from the Production Process
——How was the experience of actually producing an anime?



Considering how tight the production timeline was, I’m really glad we were able to achieve this level of quality.
For CEOs who are interested in anime production but still on the fence, I’d say if you’re hesitating, you should just go for it.



At the end of the day, whether your project gets praised or not depends on you as the president. laughs
If it’s something you believe in, I think it’s worth pursuing. You don’t want to look back with regret.
Once the work is complete, it becomes something lasting you can be proud of.
——Looking back, would you say you have any regrets?



Not at all. No regrets whatsoever.
It really feels like we pulled it off, and I’d love to keep creating more projects like this.



Though I can already imagine your team saying, “Let’s wait until the spring production rush is over first.” laughs
——Let’s make sure the next one matches, or even surpasses this in quality. Thank you so much for your time today!
Conclusion
In Japan, ongoing issues like a declining birthrate and the concentration of population in Tokyo are expected to contribute to a continued shortage of skilled workers.
While the full impact of combining corporate branding with anime is still uncertain, it’s clear that anime has strong appeal among generations who grew up with it.
As you consider new approaches to promotion, why not explore anime as one of your options?
Contact us to discuss the possibility of raising your brand awareness to the next level with your very own anime!