When it comes to selling green alternatives advertising has trotted out grateful polar bears hugging folks (twice, at least), and even fiji water has pretended it's "green" in a really low attempt to greenwash.
But if you want to expand market share, you want to talk to more people than just the dolphin baby-saving flax seed eating weird pickle-guys, right? Right. If you play your cards right, you may even dispel a myth that green energy is somehow more expensive than other types of energy. Win!
So that's exactly the approach ad Agency Heat took, when they created this campaign. Forget the polar bear cubs, we're talking saving cash here.
Sunrun - the best part
Then we have "the pickler guy", who retorts he isn't some weird organic fella pickling stuff, he just likes to save money. And to eat soy flax seeds, apparently. Soy flax seeds? Hmm.
And here we have the gardening folks who really like to save money. And don't really mind dolphin babies, per se, they're just into that whole saving money thing.