The Toyota Mirai is not only being sold as the mainstream hydrogen fuel cell car yet, but its maker also wants to show the fuel that goes into it is all around us.
Toyota released on Wednesday the first in its series of Mirai online ads called, “Fueled By Everything.” Directed by documentary filmmaker Morgan Spurlock, Toyota tries to prove how hydrogen can be stripped from cow manure to power its car.
The spot also pokes fun at those calling hydrogen a bullshit fuel source and unconvinced by its viability (they’re looking at you, Elon Musk and Carlos Ghosn). The Mirai is out in Japan and will go on sale in the U.S. late this year, leasing for $499 per month, but also available for purchase from $57,500 before government incentives.
It’s a cheeky ad and one of the more clever things Toyota has done lately. I’m just so relieved they didn’t call it the “bold new” Mirai. Take a look at the three-minute video for yourself.