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TV commercial: A couple is reviewing their budget on a computer. He lists her expenses that could be cut: Pilates class, etc. She lists his in response. You can see it’s going to be a painful negotiation. Then the screen flashes to a compact fluorescent light bulb and an estimated monthly savings, suggesting installing these bulbs will allow the couple to keep the stuff they love. This message conveys the primary value proposition of energy conservation and does it fast. Kudos!