An Appeal to Your Wallet (and Sense of Humor) Do you go weak at the knees when you see a picture of baby dolphins? Compost religiously, and ride your bike everywhere you go? In an ironic twist on environmentally minded marketing, the resounding answer in a TV ad campaign by the California-based home solar company SunRun is: "We couldn't care less whether you do or don't. Solar panels will save you money. On one level, the campaign is an implicit acknowledgment that combating climate change is an intrinsically hard sell. For example, people could do the planet a big favor by eating less beef, an extremely carbon-intensive protein source. But few people want to be told, "You should eat fewer hamburgers to protect the planet for future generations." So SunRun's commercials don't try to pat you on the back for doing the right thing. They even gently poke fun at the environmentally devout. Three ads can be viewed above. In one commercial, for example, a sonorous voice-over keeps trying to tell a man toiling in his garage about all the wonderful things his solar panels are doing for the environment. Again and again, the man doggedly interrupts to explain that it was all about saving money. No money down for the installation, for example. Money, period. Do you think this kind of ad works? Share your views.