Reframing the solar power pitch (sort-of)

"You just heard 'solar" and assumed I'm some weird pickler guy"

A new Fast Company post features this fun campaign by Heat for  SunRun, a San Francisco-based provider of domestic solar power systems.

This one's the best:



By making gentle fun of environmentalists, the approach does two things well:

1) It appeals to people who are more thrifty than "crunchy", and
2) It appeals to people who are a little crunchy, but have a healthy sense of irony

In other words, the ads appeal to smart people who want to live more sustainably — one way or another — and lower the barriers to trial.

It's a refreshing attempt to normalize solar.