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Power Blackout Villains Are No Match for Clean Portable Energy Provider Goal Zero

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Campaign from Erich and Kallman sees home heroes handily overcome disruptive power outages thanks to the Goal Zero 3000X Solar Generator

Power Blackout Villains Are No Match for Clean Portable Energy Provider Goal Zero

Millions of California homeowners will be faced with disruptive power blackouts this summer due to power supply shortages caused by extreme weather conditions, drought and the threat of wildfire dangers. In a new advertising campaign, Goal Zero, the leader in clean portable energy, is reminding consumers that when equipped with the right tools, they can keep their home powered and running when it matters most. 

The multi-channel, state-wide campaign, ‘Power Villains,’ aims to drive awareness of Goal Zero’s range of home backup solar generators, and coincides with official warnings of summer blackouts due to climate extremes in California. Goal Zero offers clean home backup systems – including solar generators – that eliminate maintenance, fumes and noise. 

Created by independent advertising agency Erich and Kallman, the campaign personifies power-zappers like blackouts and high winds as villains causing outages with pure delight. In a series of TV spots, these power villains are bought to life through unique voiceovers that relish in the disruption they create – until the homeowner activates their Goal Zero Yeti 3000X Power Station, stopping the villains in their tracks.  

“The home backup power market is on the rise and our ecosystem of solar generators and complete backup power systems have continued to evolve as consumer needs grow and natural weather events drive demand. We wanted an advertising campaign that communicated the benefits and peace of mind that comes with Goal Zero in an approachable and clever way that customers can relate to,” said Trevor Lambert, head of marketing, Goal Zero. “More than a campaign, ’Power Villains’ is also a larger platform that takes our brand in a new direction and will help us creatively breakthrough in the category.”  

The integrated campaign is rolling out across local broadcast and cable TV networks in California, digital TV streaming platforms, radio, social media, podcasts, programmatic digital display, and movie cinema advertising. 

“We wanted to position high wind and blackouts as evil characters to overcome, but in a lighter way that isn’t overly scary. The use of voiceover and emphasis on the homeowner as the hero is effective in showing that Goal Zero customers have control over these villains and power outages don’t have to ruin your evening,” said Eric Kallman, chief creative officer and co-founder, Erich and Kallman. “We’re happy to partner with a brand that’s contributing a clean solution to a widespread environmental issue.” 

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Client: Goal Zero

Campaign: Natural Disaster Villains


Agency: Erich & Kallman LLC

Chief Creative Officer/Founder: Eric Kallman

President/Founder: Steven Erich

Director Of Brands: Kristi Boutiette

Copywriter/ ACD: Allie Carr

Art Director/ACD: Stacie Larsen

Executive Head of Production & Operations: Kati Haberstock

Production Coordinator: Cristian Villalobos


Production Company: STEPT

Director: Nick Martini

Executive Producer: Alexis Celic

Producer / Business Manager: Adam Wiesner

Director of Photography: Fredrico Tamburini

Head of Production: Mac Hedges

Production Designer: Justin Corrigan


Editorial Company: LOCKT

Editor: Cal Laird

Post Executive Producer: Rebecca Jameson

Post Producer: Jamie Lynn Perritt


Finishing House: LOCKT

Creative Director: Ryan Reeb

Senior Color Artist: CO 3 - Bryan Smaller

Producer: Mario Castro


Audio Studio: Lime Studios

Senior Engineer: Ben Tomastick

Producer: Susi Boyajan

Categories: Utilities, Renewables

Erich & Kallman , Wed, 03 Aug 2022 13:38:39 GMT