Toyota has tapped award-winning documentary filmmaker Morgan Spurlock to show how calling hydrogen fuel cell vehicles “bullsh*t”—an oft-quoted opinion of Elon Musk—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 to its ultimate use in powering the hydrogen fuel cell electric Toyota Mirai.
Beyond high quality dung, hydrogen can be manufactured from other renewable energy sources such as solar, wind and biogas from landfills.
Toyota is launching the multi-series video campaign through the Toyota Mirai website 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.