In lieu of a national Super Bowl ad, Toyota is showcasing its Mirai hydrogen fuel cell vehicle to audiences in two key cities in California – the only state where the car is currently sold.
Set to air in the Los Angeles and San Francisco markets following the second quarter of the game, the spot marks the beginning of a campaign that will run through to the end of July.
Produced by agency Saatchi and Saatchi LA, the commercial is titled “Daisy” and emphasizes the environmental friendliness of the vehicle.
U.S. deliveries of the Mirai reached 1,034 units in 2016.
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