Toyota Taps Morgan Spurlock to Direct First Video in “Fueled by Everything” Series
April 22 2015 - 12:27PM
Business Wire
To view the video on Toyota USA’s YouTube
channel, visit https://youtu.be/9pTluy9KpYU.
Sometimes reality stinks. Toyota has tapped 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 aimed to educate a broad audience
about the innovative ways hydrogen fuel can be made from renewable
sources. Spurlock directed the 3-minute piece which features a
dairy farmer and mechanical engineer as they 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.”
Beyond high quality dung, hydrogen can be manufactured from
other renewable energy sources like solar, wind and biogas from
landfills. These production methods can result in a domestic and
locally sourced fuel that powers the Mirai while emitting only
water vapor from the tailpipe.
The multi-series video campaign is launching through the Toyota
Mirai website (www.toyota.com/mirai) and additional digital
properties with paid online media support. The Toyota Mirai site
will also feature a deeper dive into the scientific process of
creating hydrogen fuel, with explanations from scientists and
experts in the field. This content will also appear across Toyota
social and media partner sites, including Forbes.com, YouTube and
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 four-door, mid-sized Toyota Mirai delivers performance
similar to traditional internal combustion engines – re-fueling in
about five minutes and a range of up to 300 miles on a full tank.
The Mirai will go on sale in California later this year.
Toyota’s “Fueled by Everything” campaign was created with
creative agency partner Droga5. To see the video and information
about Toyota’s commitment to fuel cell technology, visit
www.toyota.com/mirai/fueledbyeverything.html.
About Toyota
Toyota (NYSE:TM), the world's top automaker and creator of the
Prius, is committed to building vehicles for the way people live
through our Toyota, Lexus and Scion brands. Over the past 50 years,
we’ve built more than 25 million cars and trucks in North America,
where we operate 14 manufacturing plants and directly employ more
than 40,000 people. Our 1,800 North American dealerships sold more
than 2.5 million cars and trucks in 2013 – and about 80 percent of
all Toyota vehicles sold over the past 20 years are still on the
road today.
Toyota partners with philanthropic
organizations across the country, with a focus on education, safety
and the environment. As part of this commitment, we share the
company’s extensive know-how garnered from building great cars and
trucks to help community organizations and other nonprofits expand
their ability to do good. For more information about Toyota, visit
www.toyotanewsroom.com.
Toyota Advanced Technology CommunicationsJana Hartline,
310-779-0415jana_hartline@toyota.comorGolin for ToyotaSarah Ingram,
213-438-8780singram@golin.com
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