Energy Upgrade California Addresses Unsustainable Energy Practices with Dean Norris

Energy Upgrade California has recruited Dean Norris, along with other celebrities and influencers, to promote sustainable energy practices, including the benefit of doing laundry when clean energy is readily available.

The campaign, from DDB San Francisco, sees actors and influencers across California receive an innovatively designed detergent bottle, Deter-gent, which can’t be used between 4-9pm, the peak hours of energy consumption. If they try, the bottle automatically triggers a Cameo integration that delivers a serious, but playful, scolding.

Deter-gent is a first of its kind product innovatively designed using a time-sensitive canister. The canister only opens and releases detergent pods outside of the hours of 4-9pm also releasing a relaxing scent for those that choose to do their laundry outside of peak hours.

DDB San Francisco ECD Eric Cruz said: “We want to remind Californians that the power to choose cleaner energy sources and prevent damage to our environment is in their hands – or in their laundry. It can be difficult to engage people with something as mundane as energy conservation, which is why we’ve developed a first of its kind product in Deter-gent and recruited Dean Norris to do the heavy lifting.”