The 30 freakiest ads of 2010

16. 10:10
“No Pressure”
Director: Dougal Wilson
U.K.

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The 10:10 environmental campaign, aimed at getting individuals to cut their carbon emissions by 10 percent a year starting in 2010, misfired spectacularly with this video from comic screenwriter Richard Curtis and director Dougal Wilson (and featuring a bizarre cameo from Gillian Anderson at the end). The idea was: Anyone who doesn’t want to cut their carbon emissions will get blown up, literally, creating a bloody mess. This was depicted perhaps a tad too realistically, as viewers generally howled their disapproval. That reaction eventually prompted an apology from the 10:10 people, but not before they replied brusquely: “We ‘killed’ five people to make ‘No Pressure’—a mere blip compared to the 300,000 real people who now die each year from climate change.”