GE needed a way to introduce it's first hybrid-electric water heater, the GeoSpring™. How do you sell a product that combines a heat pump with traditional electric heating elements to a price-sensitive audience when the initial cost is four times as much as a traditional water heater? You do the math.

Instead of supporting the idea with traditional banners, we partnered with Hulu to buy out shows in key markets. We adapted the pre-existing "snow monkey" spot for a series of mini-spots to reiterate the benefits of a hybrid-electric water heater, but this time let the Snow Monkey's themselves make the case.

We supported the Hulu units with radio, where we used an interpreter in place of subtitles.

Creatives: Daniel Bremmer & John Cornette. Creative Director: Don Schneider.