In Japan, some truckers spend a lot of money on decorating their trucks with neon lights, brand-name fabrics and shiny exteriors, and such drivable works of art have struck a chord with Italian luxury fashion house Gucci.
The "Gucci Fall Winter 2016 campaign" video, which shows a man and two women driving an extravagant dekotora truck to a pachinko pinball parlor, has been viewed nearly 800,000 times on YouTube. It was also displayed on a huge outdoor screen in the trendy Shibuya area of Tokyo.
The truck in the advertisement, produced as part of Gucci's commercial videos featuring Berlin, Rome and other cities, is owned by Kazuya Sekino, 45, a self-employed business owner in Goka, Ibaraki Prefecture.