Droga5 Makes Fuel From Lemonade for Toyota

By Erik Oster 

Droga5 trades the bullshit for lemonade in its latest “Fueled By Everything” spot promoting the hydrogen powered Toyota Mirai.

The spot stars Nikki Glaser, who visits a suburban neighborhood where a group of children are having trouble selling lemonade. Glasser tells the kids that all that extra lemonade could be turned to hydrogen and power a car and negotiates to buy their excess product. It’s a cute take on the campaign’s theme, complete with Glasser joking with the kids about their business problems. The problem is that the spot overstays its welcome, turning what could have been an entertaining 90-second spot into a three minute affair with a lot of filler. There’s a lot of room for further ideas to explore in the series (there’s a whole lot of “everything” left), so hopefully Droga5 trims the excess with the next effort.


Creative Agency: Droga5 NY
TV Producer: Ryan Shanholtzer
Strategy Director: (Group) David Gonzales
Strategy: (Comms) Parks Middleton
Strategist: Emily Mulvey
Project Manager: Anika Chowdhury
Producers: (Art) Bianca Escobar
Interactive Producer: (Head) Niklas Lindstrom, Morgan Mendel
Head of Print Production: Rob Lugo
Head of Broadcast: Ben Davies
Head of Art: Cliff Lewis
Group Account Director: Steven Panariello
Executive Creative Director: Neil Heymann
Director of Communications Strategy: Colleen Leddy
Design Director: Devin Croda
Creatives: (Chief Creation Officer) Sally­Ann Dale
Creative Director: Nathan Lennon, David Gibson
Creative Chairman: David Droga
Copywriter: Sarah Lloyd
Chief Strategy Officer: Jonny Bauer
Chief Creative Officer: Ted Royer
Business Affairs: Dianne Richter
Art Director: Mary Dauterman
Account Manager: Dave Murphy
Account Management: (Associate) Leo Wong
Account Director: Bola Adekoya


Production Company: Tool
Producer: Andrew Graham
Managing Director: Oliver Fuselier
Head of Production: Amy DeLossa
Executive Producer: Lori Stonebraker
DOP: Tim Hudson
Director: J.J. Adler
Art Director : Mike Bayer
Illustrator: David McLeod

Music and Sound
Sound Mix: David Papa  @ Sonic Union
Producer: Mackenzie Alexander, Justine Cortale
Executive Producer: Lauren Bleiweiss
Editor: Katie Turinski
Edit Company: Final Cut NY
Edit Assistant: Andre Castiglioni
Post Production / VFX
Producer: Jason Bartnett
Post Production House: The Mill
Executive Producer: Sean Costelloe
Creative Director: Chris Palazzo, Aran Quin
Compositor: Amanda Amalfi
Colourist: Mikey Rossiter
Animation: Chris Mennuto, Benge Li

ELIAS Music Library
EVP Library: Mitch Rabin
Director of Licensing: Marc Mannino