In the early 1980s, Toyota’s television commercials revolved around the famous slogan “Oh, what a feeling,” accompanied by the protagonist leaping in the air with arms outstretched in a victorious pose. This iconic ad campaign stood out for its lighthearted and unconventional approach. One particular sub-campaign in 1986 brought unexpected charm to the table by featuring WWF (now WWE) wrestlers in Toyota ads. It is worth noting that car companies rarely partnered with pro wrestlers until crossover star John Cena became the voice of Hyundai in 2020. However, it wasn’t a concern in Australia, where the campaign exclusively ran in 1986.
These ads, typically lasting around 15 seconds, left a lasting impression. “Mean” Gene Okerlund, the WWF announcer, provided the voiceovers, while well-known wrestlers like The Iron Sheik, George “The Animal” Steele, The Killer Bees, and Okerlund himself, as well as lesser-known names such as Paul Roma, S.D. Jones, and Steve Lombardi, were featured. In each ad, the star of the commercial celebrated with their unique rendition of the “oh, what a feeling” catchphrase.
The standout ad featured The Iron Sheik, with Okerlund emphasizing the “freedom of the wind in your hair” as the Iranian wrestler’s bald head is revealed while he enjoys driving the Toyota vehicle. Meanwhile, George “The Animal” Steele showcased the durability of the Hilux pickup truck by attacking it. The villainous Moondogs, on the other hand, were knocked out after crashing into a van and a station wagon, allowing Okerlund to highlight Toyota’s crash protection features.
If you grew up in the ’80s and were a wrestling fan, these ads will certainly bring back nostalgia and entertainment, even if you didn’t have the chance to see them in Australia in 1986.