The rise of cleantech is starting to hit the consumer airwaves, with BMW promoting its i3 electric car to an estimated 112 million viewers during the U.S. Super Bowl last weekend.
“Ad spending by fossil fuel companies and interest groups dwarfs the amount invested by the cleantech sector,” Greentech notes. “But while their budgets may be smaller, cleantech companies are trying to raise the profile of their technologies with an increasing number of strategically placed ads.”
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BMW, along with Google’s Nest and Sunrun, are aiming for bigger advertising audiences and using humour to make their point.
“Even today, there are a lot of misconceptions about solar power: It’s for hippies. It’s for techies. It’s for the wealthy. It’s complicated. So we figured the best way to debunk those myths was through a series of very natural, and very funny, conversations between two neighbours,” said Josh Leutz, creative director at BSSP. “If we can laugh at the misconceptions, and we can relate to those guys, we can relate to solar power.”
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