I know you have your definition of what power is but I think Toyota knows what “Real Power” is.
What IS “Real Power?” Toyota seems to know exactly what “Real Power” It’s their 2019 Toyota Mirai, of course. As per Toyota in an official press release they dropped earlier today (Nov. 8,2018) their new ad campaign for the 2019 Toyota Mirai is highlighting its fuel-cell technology with the tagline “Real Power.” No specifics were dropped and the 2019 Toyota Mirai probably remains unchanged for next model year so it looks like this is just a shift in advertising for the company’s fuel cell vehicle.
Check out their ad-spot below.
Toyota pulled out all the stops with this new ad campaign by enlisting bonafide Academy Award winner Angus Wall. Wall is known in Hollywood for his film editing, most notably for winning an Academy Award in 2010 and 2011 for his work on “The Social Network” and “The Girl With The Dragon Tattoo”, so ya, it’s safe to say this guy knows what he’s talking about.
Both ad spots are some intense stuff for what amounts to an electric car powered by hydrogen which is what I think Toyota is going for. There are lots of dramatic shots of the earth, some plants, plenty of wind, lightning etc. Mother nature can be…powerful.
The tale of the tape for the Mirai isn’t all that performance oriented, 152 HP and 247 lb-ft, there’s plenty of oomph but not enough horsepower to eke all that power out like car enthusiasts want it too. I suppose you have to go BEYOND the power specs for the Mirai and get to the derivative of that power, which is the REAL power behind the Mirai and is what this ad campaign is pushing.
Leases for the Mirai have been going OK for Hydrogen cars. There are literally few other cars to base it on except for the Honda Clarity FCV, of course. Toyota currently sells a little more then a hundred Mirais a month, not particularly earth-shattering stuff here. Perhaps Toyota wants to get people to lease even MORE Mirais for 2019.
We’ll see if this new ad campaign helps any.