How can creative disruption shape the future?

View Schedule

Toyota’s ‘Fueled by Bullsh*t’ ad shows how cars can run on hydrogen from cow poop

Toyota has released its latest ad - ‘Fueled by Bullsh*t’ - which shows how hydrogen can be taken from cow poop to fuel a car, in an effort to dispel skeptics of fuel cell vehicles and promote its hydrogen-powered Mirai that launches this fall.

It is the first to roll out in the company’s ‘Fueled by Everything’ series, created by agency Droga5, that explores the possibilities surrounding hydrogen fuel.

Poking fun at critics of fuel cell vehicles who have called the idea ‘bullshit,’ the Toyota ad has been created to show that hydrogen fuel can be produced from bullshit in the three-minute documentary video.

Directed by Morgan Spurlock, the documentary director famous for ‘Super Size Me,’ the video features an engineer who visits a dairy farmer that has a lot of cows – and cow manure.

“When I look at these piles I see an enormous amount of energy,” the engineer tells the farmer as they stare at a pile of manure.

The engineer then shows viewers the various steps it takes to strip hydrogen from the waste before using the hydrogen to power a car.

Sign up for The Drum's Daily US newsletter to keep up with the latest in American marketing and media

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.