In a Super Bowl commercial, human photons skyrocketed via light rays from the sun to Earth, aiming for the Albuquerque, New Mexico-based solar panels built by Sacred Power, the renewable technologies company co-owned by David Melton, a member of the Laguna Pueblo.
The ground absorbed the first human photon. The second found new life through photosynthesis in a sunflower.
The last lucky photon reflected off a photovoltaic panel, generating electricity for game watchers.
View the Sacred Power Superbowl XLV Campaign.
This commercial designed by another Albuquerque company halflife* digital aired 12 times on Super Bowl Sunday, including once during game time, costing Sacred Power about $50,000 to create and buy local airtime, according to NewsWest9.com.
Melton and the Sacred Power team celebrated every time the commercial showed on TV. "It was like scoring a touchdown. Everybody jumps up and is high-fiving everybody, and you couldn't keep this grin off your face. ...It just brings a beam of pride," Melton said in an interview with krqe.com available on youtube.com.
"We've noticed that no solar energy company has ever advertised on the national Super Bowl," Melton told krqe.com. "We were able to do something about that, at least here locally. We put some time and effort into it and had a great production company help us--local," Melton said. "We're supporting the local film industry. It went really well," he said, adding, "I got my uncle to sing and drum for us from Laguna."
Sacred Power provides solar and wind-powered generators for federal agencies in addition to several tribally-owned companies, such as the telecommunications company Mescalero Apache Telecom Inc.
Sacred Power is also on a mission to create more electricity for the impoverished Navajo Nation, reported Inc. magazine. Melton worked on a Navajo reservation uranium mine for 10 years while putting himself through college, according to Inc.
Sacred Power was awarded a contract from the U.S. Department of Agriculture's Rural Utilities Service to power remote Navajo homes with hybrid generators, stated Inc. The company, which claims about $6 million in revenue, has since received three more USDA contracts and submitted a bid on another, reported Inc.
"The Navajo people continue to suffer," Melton told the magazine in December 2010. "So we're going back to the well. We hope there is some more water."
Melton hopes his company's Super Bowl commercial will encourage people to turn to renewable energy--a move he strongly believes will help counter the recession.
"With the [economic] crisis that we've had, if people had solar panels on their roofs, they would have mitigated that crisis to some degree," Melton told krqe.com.