Adam Browning, Vote Solar Initiative

Adam Browning is the cofounder and director of operations for Vote Solar Initiative, a nonprofit organization working to jump-start the transition to renewable energy by helping municipal governments implement large-scale and cost-effective solar energy projects.

Instead of a blow-by-blow account of my day (you don't want to know -- even I don't want to know -- how often I check my email), I thought I'd talk about another project that Vote Solar is undertaking to facilitate solar's market penetration. Bear with me.

Photovoltaics are one of the most reliable sources of energy ever invented. In applications where reliability is absolutely crucial -- say, space satellites, the Mars Rover, about 99 percent of all off-shore Coast Guard buoys, and other places where repairpeople don't make house calls -- solar is the technology of choice, with a lock on the market as strong as Halliburton's in Iraq.

Yet, for some reason, many people still think of solar as the tie-dyed pipe dream of the granola-and-Birkenstock set, something that flamed out in the Carter days in a puff of funny-smelling smoke and we-are-the-world saccharine, about as practical as running your car on used vegetable oil, and about as sexy as hemp clothing.

Nothing against hippies -- I love 'em, myself -- but solar needs an extreme makeover if it is to go mainstream. A re-branding, if you will. In order to do this, one of the projects that Vote Solar is working on, code-named "Hip, Not Hippy," is a public service announcement for the California television market.

Working with the pro-bono help of people who do this for a living, we went through a strategic messaging process. Phrases like "solar's singular promise" and "target consumer's psychographics" and "highest order benefits" were thrown around a lot. I feel like we got a peek behind the curtain at how ads are conceived and how things like the Hummer and the Mini get popular. In the end, the challenge is to sell solar at the 10,000 foot level: This is something that the savvy, smart, and sophisticated consumer wants, and it's a good choice for both the wallet and the Earth.

The team developed a perfect piece, with actor George Hamilton cast in the starring role. Think about it: Who better than the Man with the Tan to pitch the benefits of solar energy? It has a little bit of camp, a lot of humor, and no preaching. Facts about solar's ease of use and ready availability are worked in subtly, without did-you-know facts and shame-on-you figures.

Unfortunately, you are not likely to see this on the air any time soon because, according to Mr. Hamilton's agent, he's busy. And a big bouquet of sunflowers didn't free him up any. If anyone has an in with the Hamilton camp, please let me know. In the meantime, it's back to the drawing board. Feel free to email my colleague Charlene Garland (charlene@votesolar.org) with suggestions.