Come On, Hipster. Do it for the WANDERING FISHPERSONS!
GSD&M put together Unscrew America to coax Millennials into using eco-friendly lightbulbs without forcing them to forsake their fatalistic sense of ha-ha.
The effort will invade TV and print. To get the point across, Unscrew America pulls the "stark alternative universe" card and infuses it with a shot of Millennial irony.
Watch "Deadly Serious" -- which is funny (OMG Paul REUBENS!!!), but not quite like the print stuff.
Bobcat (at left) reads, "The ENDANGERED BOBCATMEN of the ARKANSAS ISLANDS were hoping you'd do them a small favor, so the future won't involve so much RAT-MUNCHING and building huts out of crocodile feces." (We like how Bobcatman 1 is clutching a lightbulb in a feeble but meaningful way.)
We like it. We might even change our lightbulbs just to be good sports (SCORE!), if somebody hands us a few energy-efficient ones right now. And possibly a ladder.