Situation: Nobody thinks about their water heater until something goes horribly, messily wrong. But upgrading to a heat pump water heater can save consumers big money on energy now, without the emergency replacement hassle. The Northwest Energy Efficiency Alliance wanted to raise awareness of super-efficient heat pump water heaters and drive stronger participation in rebate offers.

Solution: An exasperated homeowner confronting his appliances about who wasted all the power. Spoiler alert: it was the old water heater. The :30 spot earned 6.9 million views and drove more than 10,000 visits to the campaign’s website to connect people with installers and rebates. The spot was also licensed nationwide by other utilities to drive their own heat pump water heater campaigns.