The line between cinematic fantasy and technological innovation blurred in spectacular fashion on October 21, 2015, as Toyota marked the momentous U.S. arrival of its groundbreaking Mirai hydrogen fuel cell vehicle. In a nod to the iconic “Back to the Future Part II” movie, which famously envisioned that very date as the future, Toyota hosted a celebratory bash that brought the film’s futuristic elements into tangible reality. The event, aptly titled “Fueled by the Future,” witnessed original “Back to the Future” stars Michael J. Fox and Christopher Lloyd grace the stage, bridging the gap between Hollywood’s vision and Toyota’s engineering prowess.
The evening served as more than just a vehicle launch; it was a cultural moment, celebrating the realization of a future once confined to the silver screen. Over 300 attendees, including eager new Toyota Mirai owners, dealership representatives, and special guests, were present to witness this unique convergence of entertainment and automotive technology. The highlight of the event was the premiere of Toyota’s “Fueled by the Future” video, the latest installment in the “Fueled By Everything” online series. This video underscored the remarkable versatility of hydrogen fuel, demonstrating its potential to be derived from diverse sources, ranging from renewable energy like solar and wind power to even everyday waste. This concept resonated deeply with the “Back to the Future Part II” scene where Doc Brown famously fuels his DeLorean time machine with trash, showcasing a prescient vision now mirrored in Toyota’s hydrogen technology.
October 21, 2015, the very date celebrated in “Back to the Future Part II” as “the future,” also marked the official on-sale date for the Toyota Mirai. The anticipation surrounding this vehicle was palpable, with over 2,000 individuals in California, the initial launch market, already requesting to purchase a Mirai. These early adopters, recognized as pioneers embracing a new era of automotive technology, were at the heart of the celebration. The event’s ambiance was meticulously crafted to evoke the futuristic aesthetic of “Back to the Future Part II’s” 2015, immersing attendees in a world where hydrogen-powered vehicles were no longer a dream, but a driveable reality. Ceremonial keys were presented to representatives of each dealership location across Southern and Northern California, symbolizing the imminent arrival of the Mirai onto Californian roads.
Christopher Lloyd, reflecting on the significance of the Mirai, remarked, “A piece of the future is now a reality with the Toyota Mirai.” He astutely compared the Mirai’s real-world impact to other whimsical predictions from the film, such as rehydrated pizza and self-tying shoes, emphasizing hydrogen fuel cell technology’s genuine potential to revolutionize transportation and positively impact the environment. While acknowledging the cinematic liberties of “Back to the Future,” the event highlighted the underlying truth that organic waste, through processes like decomposition at landfills, can indeed be converted into biogas. This biogas can then be purified to produce hydrogen, the very fuel that powers the Mirai, emitting only water as exhaust – a stark contrast to conventional combustion engines.
Further enriching the event was a panel discussion led by CNET Editor-at-Large Brian Cooley. The panel featured diverse perspectives, including Nerdist CEO and @midnight host Chris Hardwick, Mirai engineer Jackie Birdsall, and Edward Eyth, the creative mind behind many of the futuristic concepts in “Back to the Future Part II.” Celebrity chef Richard Blais added a culinary flair, crafting a bespoke cocktail inspired by the futuristic theme, engaging attendees’ senses and further solidifying the event’s unique atmosphere. Bill Fay, Toyota division group vice president and general manager, encapsulated the evening’s essence: “This moment celebrated the intersection between the U.S. arrival of the Mirai and the 30th anniversary of an iconic film.” He underscored the impact of the “Fueled by the Future” video featuring Fox and Lloyd, emphasizing to the first Mirai owners that they were not just purchasing a car, but driving a future once relegated to the realm of dreams.
Adding to the spectacle were two specially created “Back to the Future”-inspired vehicles. One was a reimagining of Doc Brown’s iconic DeLorean time machine, realized as a customized Mirai, complete with striking gullwing doors and a heads-up display showcasing time-travel destination coordinates. The second vehicle paid homage to Marty McFly’s dream truck, brought to life using the all-new 2016 Toyota Tacoma, which had recently launched in September. This tricked-out Tacoma, a fan favorite from the “Back to the Future” trilogy, served as a tangible link between Toyota and the beloved film series. Following the event, fans in major cities like Los Angeles, New York, and Dallas had the opportunity to view the Tacoma in prominent tourist locations, extending the celebration beyond the initial event.
The “Fueled by Everything” campaign, conceptualized in collaboration with creative agency Droga5, and the “Back to the Future” Tacoma elements, developed with the expertise of Saatchi & Saatchi Los Angeles, highlighted Toyota’s innovative marketing approach in launching the Mirai. By cleverly weaving in the cultural phenomenon of “Back to the Future,” Toyota not only announced a new vehicle but also invited consumers to participate in a future where clean, sustainable transportation, once a futuristic fantasy, is now a present-day reality, embodied by the Toyota Mirai.
