Toyota is sitting out of the nationwide Super Bowl ad blitz, but will be joining in on the local ad circuit. The company has bought 30 second spots in the Los Angeles and San Fransisco markets during the big game to push its Mirai fuel cell vehicle.
The Mirai is only sold in California, which explains why the company is taking a more localized approach with this marketing effort. Sales of the fuel cell vehicle have been lackluster thus far, which is the likely explanation for the approach.
In the spot, Toyota shows a flower in a parking lot getting flogged with the exhaust emissions of a conventional vehicle. Slightly deflated, the flower gets a reprieve when the Mirai parks over it and waters the flower since the only emissions from the Mirai is H2O.
It’s anyone’s guess if this spot will be enough to motivate Californian’s to buy the Mirai. It’s sales struggle likely has more to do with a lack of hydrogen refueling stations and infrastructure versus the actual vehicle itself.