California has committed to installing 6 million heat pumps by 2030 as part of its path to carbon net neutrality by 2045. Heat pumps outsold gas furnaces nationally last year. Still, many contractors remain hesitant to recommend systems they are less familiar with; most homeowners never consider a replacement until their current system fails. By then, the decision is usually rushed and handed off to the first contractor to show up. The California Heat Pump Partnership, a public-private coalition working to accelerate heat pump awareness and adoption across the state, wanted to get there earlier.
To achieve this, CAHPP partnered with Xpedition, a multidisciplinary creative shop that’s part marketing firm, part entertainment studio. Together they launched “If These Walls Could Talk,” a campaign built around an initiative led by the Building Decarbonization Coalition that targets both homeowners and the contractors who influence their decisions, with the goal of building heat pump familiarity before the emergency moment arrives.
Everyone has a house story: a weird noise, a drafty room, a shower that just can’t make up its mind on temperature. “The Wall Whisperer” — the centerpiece of the statewide marketing campaign — taps into that universal experience. This comedic mockumentary follows a first-time homeowner couple whose house starts acting up. A contractor-mystic arrives to diagnose the problem and quickly finds that the home simply needs a heat pump. By grounding the campaign in a dilemma that most homeowners eventually face, Wall Whisperer demystifies heat pumps, portraying them as recognizable, highly efficient appliances that improve our everyday lives.
Watch the work here:
Hero Video: A couple’s house has been acting up for a month: strange temperatures, cold showers, unexplained sounds. The Wall Whisperer arrives and makes his diagnosis. The house just needs a heat pump. “Feel that? That’s the house saying thank you.”
Contractor :30: The Wall Whisperer has a tip for contractors: heat pumps are where the work is, and The Switch Is On Pro Network delivers free leads.
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