The latest push celebrates a partnership with the Back to the Future franchise and will feature Michael J. Fox and Christopher Lloyd in the advertising for the Mirai
In line with the release of Mirai, its hydrogen fuel cell vehicle set to debut on 21 October 2015, Toyota has unveiled a digital campaign dubbed, ‘Fueled by Everything’, of which a key element is a partnership with Universal Pictures’ Back to the Future that includes a string of teaser ads featuring Michael J. Fox and Christopher Lloyd.
Commemorating the thirtieth anniversary of Marty McFly and Doc Brown’s adventures, the push offers a glimpse of what the automaker has in store leading up to the aforementioned launch, which is exactly the date the film, Back to the Future II, premiered three decades ago. Riding on the said theme, the brand introduces a modern twist.
In 1985, the movie series introduced the world to a time-travelling vehicle and what the future may hold. Thirty years later, Toyota collaborates with the franchise to celebrate the intersection between the U.S. arrival of the Mirai hydrogen fuel cell vehicle and the innovation predicted in the movie.
The automotive heavyweight’s vision is driven by Mirai technology. Hence, the marketing push is aimed at demonstrating how hydrogen fuel has the potential to be produced from renewable energy sources like solar, wind, and bio-gas—its only tailpipe emission is water.
The tie-up will crescendo a day earlier as the clock nears midnight and toward the futuristic milestone. With a party ready for the fourth dimension, digital activations, and physical displays, Toyota will kick start the future in California with the Mirai on-sale debut. The initiative was co-created by Droga5 and Saatchi & Saatchi in Los Angeles.
Meanwhile, the automaker couldn’t resist having a bit of fun with the past. Marty McFly’s dream truck was a tricked out Toyota truck fans will recognise. A video instalment scheduled for tomorrow will offer a clue on where a Toyota Tacoma recreation of the infamous 4×4 will be headed upon launch.
“This milestone has taken 30 years to arrive and Toyota has been developing hydrogen fuel cell technology almost that long. There’s no better way to generate excitement for a turning point in automotive history than with a film that celebrated the possibilities of the future,” said Bill Fay, Toyota Division Group VP and General Manager.
