Unlike hybrids and all-electric cars, hydrogen fuel cell vehicles have struggled to gain any meaningful traction in the auto industry. Part of that may be attributed to a lack of awareness of its unique capabilities and another part of that can be pointed in the direction of not having enough of them in the market to begin with. After all, California is the only state in the U.S. where an FCV like the Toyota Mirai is currently being sold. Whatever the case may be, FCVs have yet to turn into popular alternative vehicles for a lot of people and no more is that evident than the lackluster sales of the Mirai.
That’s also a big reason why Toyota is spending big money in advertising the vehicle as it now has its own commercial spot for the Super Bowl. Titled “Daisy,” the commercial goes straight to the point in highlighting the Mirai’s ability to emit water instead of gas. The ad starts with a full-bloomed daisy sitting somewhat meekly in the middle of a concrete road. A car then stops just beside the flower before coughing out a plume of smoke out of its exhaust. Convenient, right? As the car moves along, the poor daisy (with a spotlight on it no less) keels over the same way a dehydrated person would if he’s spent days on end without water.
And just as everything appeared to go south on the flower, the Mirai heroically comes along, stops at the exact same spot as the previous vehicle, and discharges whatever water it has emitted straight into the daisy. Just like that, the daisy springs back to life and a voice-over comes in to proudly say that the hydrogen-fuelled Mirai’s only emission is water.
As far as a commercial goes, this one leaves the comedy behind and cuts straight to the point to showcase why the Mirai is such an important car in today’s world. Whether the ad succeeds in generating more interest for the car is a question that will only be answered over time. But for now, the commercial comes as a worthwhile gamble on Toyota’s part considering that it only sold 1,034 models of the car in 2016 and just 83 units in the first month of 2017.
from Top Speed http://ift.tt/2l8csgP
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