Toyota and Morgan Spurlock together in mission to make people like hydrogen cars

Maybe too aggressively, but Toyota is pushing hydrogen as a reasonable alternative fuel. So, Toyota has pushed an award-winning documentary filmmaker Morgan Spurlock to show how calling hydrogen fuel cell vehicles “bullsh*t” isn’t far from the truth.    

“Fueled by Bullsh*t” is the first online video in a multi-part “Fueled by Everything” series in order to educate and teach about creative and innovative ways of how hydrogen fuel can be made from  renewable sources. The 3 minute Spurlock directed part features how  a dairy farmer and mechanical engineer follow cow manure  from a mooing supply source to its ultimate use in powering the hydrogen fuel cell electric Toyota Mirai.

“This project gave us the opportunity to dive into a world that most people don’t understand but has the potential to change our world,” said Spurlock.  “Witnessing manure, something most of us view as being pretty disposable, being transformed into hydrogen fuel to power a car was pretty remarkable.  I think this short film is pretty compelling evidence of what could be possible in the years ahead.”

Apart from the high quality droppings, hydrogen can be made from other renewable energy sources the wind, biogas, solar power, etc. This kind of method leads to the conclusion that a domestic and locally sourced fuel can power the Mirai while emitting only water vapor from the tailpipe.   

The campaign is being launched through the Toyota Mirai website (www.toyota.com/mirai) and other payed online media support. Also on the site there are explanations from scientists and experts in this field, concerning scientific development of fuel hydrogen process. The content will appear across Toyota social media, other partner sites, like Forbes.com, You Tube, Hulu.

           

“We’re putting hydrogen in the spotlight for its exciting potential as a renewable fuel source,” said Bob Carter, senior vice president, automotive operations, Toyota Motor Sales, U.S.A., Inc. “This is the beginning of the road for hydrogen, but we see the potential and we’re making a long-term investment in the future.”

The Mirai is four door mid – sized and it takes for re-fueling five minutes, and a distance of up to 300 miles on a full tank. The car will go on sale in California later this year.

This campaign was made together with creative agency Droga5. Visit video and other information on the site:  http://www.toyota.com/mirai/fueledbyeverything.html