Idea: Take a television ad off television and put it in the newspaper. The ad talks about how much energy was saved by watching the ad in the newspaper and how fast energy savings add up when everyone works together, leading into how much energy Thailand can save when everyone replaces traditional light bulbs with Sylvania CFLs.

Results: The gag got their attention, then the ad changed their behaviour: People phoned the newspaper and Sylvania, asking details about the 'newspaper television'. Afterwards, during the two-month period when the ad ran, sales increased from an average of 10,000 units per month to 60,000. It is estimated that 70% of Thai homes now use Sylvania CFLs (compact fluorescent lights) as their primary light source.