A few years ago I had a chance to check out the Toyota Mirai - a hydrogen powered electricly propelled car that Toyota claimed was, rather than its Pruis line or the trending battery electric vehicles, the wave of the future.
Suffice it to say I didn't agree. hydrogen is not a sustainable or ecologically friendly fuel source at this time - maybe never.
Still, Toyota put a lot of $$$$ into the research and development of the thing and they still believe that this thing, which allows for the continued time, energy and money drive-to-pump model of re-fuelling, in addition to the fact that one needs CNG or LNG to produce the fuel, is a product that Toyota hopes will take off.
To that end, Toyota has reached out to LA-based ad agency Saatchi to develop advertising materials for the series of poor logistical and ecological choices on four wheels that is the Mirai.
To that end, the ad agency took to IBM's Watson Artificial Intelligence computer, where time and energy was spent programming the supercomputer to write phrases that would appeal to every single type of consumer that would be interested in the hydrogen-powered Mirai.