The golden age of Toonami It wasn't just about anime and action cartoons – it was about the atmosphere. Toonami commercials and promotions were an essential part of this experiencecombining elegant visuals, evocative music, and powerful voiceovers to create mini-masterpieces that transcended the typical marketing animation approach. They embodied the spirit of Toonami itself, sparking enthusiasm and leaving an indelible mark on viewers, many of whom were just discovering the anime. Toonami's original commercials celebrated creativity and storytelling in their own right, with some becoming as iconic as the series they promoted.
Toonami, Cartoon Network's action-oriented programming block, launched in 1997 and quickly became a staple for anime and sci-fi fans. With its robot host TOM and AI companion SARA guiding the audience, Toonami introduced American viewers to legendary series like Dragon Ball Z, Sailor Moonand naruto. Not only did it present diverse and dynamic shows, but Toonami redefined how animation could be presented to Western audiences. Although it went on hiatus in 2008, its revival in 2012 proved its lasting appeal, and Toonami is still on the air to this day, trying to recapture the magic of the early 2000s.
10
The intruder
Toonami Premiere Total Immersion Event
Three years into Toonami's tenure, he introduced Total Immersion Events (TIEs), original, narrative specials that aired during commercial breaks. The first TIE was The intruderan eight-episode arc where TOM and SARA hunt a mysterious life form that has infiltrated Absolution. TIEs would become a staple of Toonami's programming and would be used as an extra ratings draw during the season premiere week of its most popular show, Dragon Ball Z.
The intruder is the first of many TIEs in Toonami history, and arguably the most impactful. At the end of the miniseries, TOM encounters a blob-like alien intruder that consumes his entire body. Fortunately, SARA is able to reboot TOM in a new, updated body, now voiced by iconic voice actor Steve Blum, who also lent his voice to the iconic Toonami. anime series like Cowboy Bebop.
9
Anger
TOM's speeches are iconic
Dragon Ball Z was a huge success for Cartoon Networkand incorporating footage of their characters into as many promos as possible was a no-brainer. Instead of simply advertising individual shows with longer runtimes, TOM used this precious commercial time to pontificate on specific topics like anger or fatherhood, with footage from as many Toonami shows as possible. The results were moving speeches featuring the best scenes from some of the programming's most iconic anime.
It makes sense that TOM's speech about emotion is soundtracked by a barrage of Z Fighters screams, but what's really intriguing about this promo is the overarching theme of anger and how to manage it without causing collateral damage. TOM Apparently Identifies Growing Concern About American Youth Just Before School Shootings Became an Unfortunate Trendand responsibly implores its audience to think about the appropriate expression of anger, along with the dangers of the alternative.
8
Teamwork
Before TOM there was Moltar
TOM is the face of Toonami and has become a favorite among fans, but he wasn't the original host. Teamwork is a TOM Speech prototype narrated by the original host, Moltar, an old-school Hannah Barbara villain popularized by the parody show, Ghost Space Coast to Coast. He looked cool, rendered with computer-generated animation rather than the classic hand-drawn version, but he lacks the charisma that TOM would later bring to these themed reviews.
Teamwork it's cool because it's rooted in early Toonami concepts, before the rough edges were sanded down. It's like looking at an original iPod or any other iterative technology: there's a great idea there, it gets the job done, but not everything has been figured out. Of all TOM-style speeches, That's not the worst, there's just something missing..
7
Midnight run and rising sun
Toonami Takes Over Late Night and Saturday Morning
Soon after Toonami became a hit with its weekday afternoon block, Cartoon Network smartly decided to expand its reach and created Midnight Run and Rising Sun. The former served as a late-night programming block that could air more mature anime content than was unsuitable for Toonami's regular audience, and Rising Sun was a clever reworking of Cartoon Network's Saturday Morning cartoon slot.
These promotions are a testament to the impact and reach Toonami had at the time and why its legacy endures to this day. They may not be the flashiest promotions or have memorable catchphrases, but they symbolize the anime's growing popularity and Cartoon Network's investment in appeasing its audience. Midnight Run's ability to drive the network's ratings to never-before-seen levels during late-night timeslots is a proof of concept that led to the creation of Adult Swim.
6
Films on board
Friday night becomes Toonami movie night
Toonami began allocating time to full anime films and short OVA series presented as a cinematic event. This usually took place on a Friday night, a good start to the weekend, and a rare opportunity to see the highest quality films from favorite franchises like DBZ and Sailor Moon. Dead Zone, the strongest in the world, and Tree of Might were the most played resources, but rarer content like Blue Submarine nº 6 and Endless waltz appeared occasionally.
Toonami’s “inflight movies” are genius because they give audiences something that feels familiar but pushes boundaries, and it’s a rare and important occasion. Anyone who has attended these infrequent screenings knows how special it was to have an entire evening dedicated to your favorite film. Gundam characters. It shows a sincere desire to entertain young minds, not just advertise toys to them.
5
Tenchi Muyo!
The Harem Anime That Changed After-School TV
Toonami generally referred to the Tenchi franchise like Tenchi Muyo!despite its promotion containing images of Tenchi Universe mainly. Possibly, Very!, Universeand Tenchi in Tokyo! all aired during the Toonami block and introduced the Harem anime to American audiences. It was a curious decision for a supposedly youth-oriented network, but Tenchi was censored and managed to show one of its most provocative animes.
This promotion captures the excitement all around TenchiAddition of Toonami. What it doesn't capture is the true tone of the series. While the two-minute spot beautifully sets up the show's premise and features some of the series' best high-concept sci-fi elements, the series is an Earth-bound romantic sitcom for much of the run-up to the action. scenes. Despite misleading marketing, Tenchi It's absolutely worth watching.
4
Paternity
Toonami's rare misstep
One of TOM's most perplexing speeches was on the topic of fatherhood. With footage of Toonami's best-known parental figures, TOM made a plea to kids: be calm with your parents. His reasoning was that raising kids is hard and doesn't always follow the traditional path, so kids should cut themselves some slack and take comfort in the fact that things could be worse.
While that sentiment rings true, the theme of fatherhood is such an odd choice for a Toonami promo, never mind the wealth of footage of Usagi berating Chibiusa or Goku abandoning Gohan in the desert. The theme infantilizes the audience by assuming that its only viewers are children and alienates anime fans of all ages. This is a rare misstep for Toonami, which is known for its innovative nature.
3
Advanced Robotics
The opposite of fatherhood
Much of Toonami's programming included mecha warfare and spaceship dogfights, including several Gundam series, Cowboy Bebopand Outlaw Star. Advanced Robotics covered all of this and more, as the narrator delivers a monologue about the advancement of technology and its weaponization against humanity. It was almost like a call to action for viewers to never lose sight of technology's impact on humanity, no matter how fun it is to watch giant robots fight.
This is one of the most thought-provoking commercial breaks Toonami has ever featured. His narration is moody, contemplative and existential, questioning AI and advanced mechanical organisms long before today’s inescapable AI-assisted craze. These are heady concepts for an audience that's usually patronized, but Toonami's goal is to elevate animation from its “children's programming” pigeonhole, so it makes sense that they would entrust children with more abstract moral dilemmas.
2
New Year's Day of Evil and Villain
At the height of the Toonami era, every special occasion was an excuse to curate themed content. From Valentine's Day to New Year's Eve, the holidays were the perfect opportunity to take a break from the regular schedule and do something fun. These events were the definition of “branded TV” and the promotions were appropriately over-the-top for the occasion.
These holiday-themed marathons seem like an incredibly fun way to celebrate the occasion, especially for an audience that would likely return home for events like New Year's Eve. THE Dragon Ball Z The marathon, “New Year's Evil”, is pure genius just for the title, but it also became a tradition and expanded to other franchises and villains over the years. Events like “Villain Day” will be remembered far longer than any sweets and flowers ever could.
1
Broken Promise (Dreams)
The quintessential Toonami promo
Broken Promise (Dreams) was, and continues to be, the Toonami promotion par excellence. It didn't explicitly mention any particular series, boost toy sales, or even effectively promote Toonami itself. What stood out about this promo was how perfectly it encapsulated the gritty, self-indulgent vibe of '90s anime, Shōnen in particular. Watching this promo was understanding that these weren't just cartoon characters, they had something real to say.
The video speaks directly to the mainly young male audience of the time. Set against the backdrop of stunning views of space adventures and anime poster boys like Gohan and Tenchi reflecting on the juncture of life in which they find themselves. This invites the viewer to examine their own place in this worldwhat purpose drives your actions and how to break out of the mold, just like your heroes.