In what has to be called a very interesting move on Toyota’s part, the automaker has hired documentary filmmaker Morgan Spurlock, he of Supersize Me fame, to direct the first in a new series of videos under the “Fueled by Everything” banner.
The colorfully-titled “Fueled by Bulls—“ video is the first in an online series of videos that seeks to educate consumers about the benefits of hydrogen fuel in general. The three-minute clip features ordinary, average Americans – a dairy farmer and a mechanical engineer – as they literally track cow dung as it emanates from its bovine source, all the way to its end product as the fuel that powers Toyota’s Mirai hydrogen fuel cell vehicle.
“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 in a statement. “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.”
Contrary to earlier reports, Spurlock will not be directing the entire “Fueled by Everything” video campaign, but rather the first video alone. And the Toyota Mirai site on the automaker’s website will feature more than just colorful explanations of how hydrogen fuel works; it will feature the scientific how-and-why of the alternative fuel, with scientists and other specialists talking about the process behind its creation. “We’re putting hydrogen in the spotlight for its exciting potential as a renewable fuel source,” said Toyota USA senior vice president of automotive operations Bob Carter. “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.”