It may not be intentional, but the new batch of ads by the Tokyo Electric Power Co. could be seen as taking advantage of the United Nations World Summit on Sustainable Development, which opens in Johannesburg on Monday. In each TV spot, following energy-saving advice related to the use of air conditioners, we see Tepco's cartoon girl mascot, Denko, receive a kiss from the Earth itself.
The planet, apparently, loves power companies that are willing to suffer decreases in revenues for the sake of the environment.
This idea certainly pertains to the Johannesburg summit, where delegates will discuss ways in which economic development can proceed in step with environmental conservation.