Crunchyroll launches ‘Unordinary’ brand campaign
December 4, 2025
Crunchyroll, the global anime platform, is rolling out a new brand campaign, positioning Crunchyroll as the portal to the “wildly imaginative stories, characters and anything-but-ordinary worlds of anime”.
The campaign features hand-drawn creative, animated by a studio in Japan, of Hime, Crunchyroll’s beloved original character, as she transforms the ordinary into the extraordinary. What starts on your mobile device turns into an incredible adventure, from dodging giant, monstrous kaiju to being whisked away by Hime, her sister Sudachi and their adorable cat Yuzu. The spot reflects the imaginative worlds within anime, a fan’s ability to express themselves within these vibrant spaces and Crunchyroll’s position as a portal to it all.
“Anime is a uniquely immersive and imaginative art form, where high-schoolers battle gods, giant mechs fall in love and somehow you just might be reincarnated as a vending machine,” said Scott Donaton, Senior Vice President of Brand and Community at Crunchyroll. “Crunchyroll is the place where those extraordinary stories come to life. We help fans step into these wonderful worlds and connect them – to each other and to the creators, characters and stories that they love.”
The campaign will appear globally on social media platforms and, in select markets, will also include out-of-home and broadcast video on demand. Fans in the US can catch the spot in New York’s Times Square beginning on December 15th through January 2nd 2026.
Crunchyroll offers fans a dedicated anime streaming library of 50,000 episodes and 25,000 hours of anime series, music, and films with events, theatrical, gaming, ecommerce, and more, allowing fans to dive deeper into the worlds of their favourite stories. Crunchyroll Premium memberships starting at £4.99 per month.
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