Cry me a Toyota Campaign launched as man tears of Toyoda woo Japan — well almost.

“Otoko naki”—crying while maintaining masculinity is Toyoda’s latest achievement in his efforts to win back the confidence of the people.

The Toyota Motor Corp. President Akio Toyoda’s tearful public appearances during and after his Congressional testimony in the U.S. won sympathetic votes in Japan on Friday as images and sound bites of the media-shy executive monopolized headlines.

Following Toyoda’s Congressional hearing at which he apologized and assumed full responsibility for the series of events and lapses in judgment that led to the recall of 8.5 million vehicles globally, a tearful Toyoda addressed local Toyota employees.

Yukio Hatoyama, Japan’s prime minister, said Thursday: “It was good for the Toyota president to appear in person at the hearing and testify” on the company’s massive recalls, but he added, “I don’t think this has put an end [to the issue].”