What an Old Ad Can Teach Us About Building Climate Futures

“Bula Vinaka, Beachside”

I recently revisited a 1988 AT&T commercial - a simple mix-up where a caller keeps reaching a resort in Fiji instead of Phoenix. The operator cheerfully answers every time: “Bula Vinaka… beachside.”

What’s remarkable isn’t the ad from way back, it’s the comment section today. Decades later, people still remember it. They quote the phrase (each in their own way), laugh about it, share where they were and how it made them feel.

This ad has quietly transcended its purpose. It stopped being about telephones long ago. It became a shared memory - a tiny piece of human connection kept alive through feeling, repetition, and story.

We’ve Come So Far in Technology… Yet We’re Still Human

In 1988, long-distance calls were a marvel. Today, global video calls fit in our pocket. But the things we carry with us? They’re not specs or features.

They’re emotions. Moments. Phrases that made us feel seen - or simply made us smile.

A Lesson for Climate & Deep Tech Founders

Building in climate tech means navigating headwinds: regulation, capital intensity, long horizons, skepticism. But one truth remains:

Human connection isn’t a “soft skill.” It’s a strategy.

Just like that commercial, your company’s purpose must outgrow its medium. The technology may be complex, but the story must be deeply human.

At Capital Energy, This Is Core to Our Mission

We don’t just back climate technologies, we champion the humans behind them.

Because the future won’t be built on innovation alone. It will be built on connection, memory, and meaning - the things people carry forward long after the pitch is over.

So here’s the invitation to every founder working on the frontier:

Build something remarkable - and let people feel why it matters. Long after the logo fades, it’s the “Bula Vinaka” moments that stay alive.

If you remember that ad… how did you hear it?
Poka lika pizai…? Bo-minai-kopee-sigh…?