For Tu B’Av, Solar Gets Sexy
Tu B’av is the Jewish love fest, so what better time to promote hooking up? To solar energy, that is.
In a shameless attempt to take advantage of the holiday, Arava Power Company, a solar energy firm in Israel, produced a short flick reminiscent of VH1’s beloved 90s’ series Pop Up Video that is aptly set to Stevie Wonder’s “You Are the Sunshine of My Life.”
The somewhat corny video promotes love, but also gets in some digs at Prime Minister Benjamin Netanyahu for supposedly giving preference to a conventional energy monopoly.
“I treasure you more than the Treasury loves dirty power,” reads one caption, as a couple lovingly lip-syncs to one other.
The company is also trying to tap into public anger over government’s decision to hike electric rates by 10%. In June, it produced another video inviting viewers to the Inauguration of Israel’s First Solar Field.
Whatever your politics, check out the video before it goes viral.
A message from our CEO & publisher Rachel Fishman Feddersen
I hope you appreciated this article. Before you move on, I wanted to ask you to support the Forward’s award-winning journalism during our High Holiday Monthly Donor Drive.
If you’ve turned to the Forward in the past 12 months to better understand the world around you, we hope you will support us with a gift now. Your support has a direct impact, giving us the resources we need to report from Israel and around the U.S., across college campuses, and wherever there is news of importance to American Jews.
Make a monthly or one-time gift and support Jewish journalism throughout 5785. The first six months of your monthly gift will be matched for twice the investment in independent Jewish journalism.
— Rachel Fishman Feddersen, Publisher and CEO