White lizard puzzle

I wonder if the lizard has turned white cause of the cold, or if it's just trying to hide... either way, you can understand that a cold blooded reptile is in the house (aren't they suposed to be in warm places?) Maybe it has something to do with the fact that it's near the ceiling... i'm a bit confused again, and that is obvious :-O The copy tells us: "the evolution of heat insulator Ultra Kool from CPAC roof tiles". any better suggestions?

Client: CPAC Roof Tiles
Agency: Fareast DDB, Bangkok
Creative Director: Phaholrat Nontavatit / Prawech Nisakorn
Art Director: Wutichai Chaometeewut
Copywriter: Apichet Chaikaew / Vanboon Sankhavadhanaa
Illustrator: Surachai Puthikulangkura

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