Profile: Jeremy Gilley

The man marketing world peace

10:10 video removed after sparking controversy

A viral video for climate change campaign 10:10 that shows schoolchildren, actress Gillian Anderson and ex-footballer David Ginola being blown up for not caring about climate change has been been removed from its website after sparking controversy.


The gruesome four minute video ends with the caption: “Cut your Carbon by 10%. No pressure.”

Richard Curtis, writer of Blackadder and Four Weddings and a Funeral, directed the video for the campaign as it nears its first anniversary.

Tweets commenting on the video have already gone into overdrive, with 10:10 having removed it from its website.

Peter Crouch also makes an appearance, though isn’t blown up.

A spokeswoman for the 10:10 campaign says: “Many people found the resulting film extremely funny, but unfortunately some didn’t and we sincerely apologise to anybody we have offended.

“As a result of these concerns we’ve taken it off our website. As a result of these concerns we’ve taken it off our website. We won’t be making any attempt to censor or remove other versions currently in circulation on the internet.”

The 10:10 campaign is designed to encourage people, business and government to cut their carbon emissions by 10%. It is an independent organisation founded by film director Franny Armstrong and backed by a range of organisations including Comic Relief, as well as companies such as O2 and Sony. Action Aid is also leading over 1,000 schools to cut emission by 10%.

The 10:10 campaign was launched in the UK in September 2009 and has already spread to 41 countries. In Britain, 91,000 people, 3,500 businesses and 4,000 councils, school and other organisations have signed up so far.

The coalition government has also committed to cut the government’s carbon emissions by 10% in a year, to help combat global warming. On October 10 - 10.10.10 - the campaign will hold a Global Day of Doing, involving 180 nations.

A spokesman for O2, one of 10:10’s partners, said following the withdrawal of the video: “We acknowledge our responsibility to the environment and are committed to reducing our carbon emissions both as an organisation and in society as a whole. 10:10 is an independent organisation and we don’t ask for editorial control over the content of its campaigns.”

Readers' comments (27)

  • Very clever - everyone is talking about it now. And who hasn't wanted to blow up half-arsed people once or twice in their life?

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  • The video is a direct threat to murder those who disagree with global warming. The makers should be imprisoned for this.

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  • After 7/7 and the Beslan Massacre this is in bad taste. What next for 10:10 and the sick Eco-Nuts, recreate the Danny Pearl video.

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  • This may be the worst public relations since Gerald Ratner's infamous speech. What was going through the creators' minds when they made this is beyond comprehension. What a delicious own goal.

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  • We've already seen several stages in a radically short time. The Guardian announces the film with a puff piece. The primary movers pat themselves on the back for an 'edgy' piece to get attention.

    A vast majority of people react negatively, with some downloading the piece expecting it to be removed.

    Sure enough, the video is removed from the 10:10 site and Youtube, and those who anticipated the removal are putting up copies faster than Youtube can take them down. At some point, the video will stabilize on a non Youtube site and the world will be able to see what these people secretly would like to do to their opposition.

    The science isn't settled, and yet people are being indoctrinated in much the same way as authoritarians have in communist countries. People are much more suspicious now because of Climategate where top researchers were found to be colluding to fudge data, rig peer reviews and other various and sundry procedures to come to a non-scientific conclusion.

    A film such as "No Pressure" is jumping the shark in the worst possible manner. Well, maybe not the worst. These people are incredibly inventive.

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  • This video is seriously sociopathic. The people that made it should be committed to a psychiatric institution where they belong.

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  • Being a non-ecofascist, I do have a sense of humor and accordingly cracked up laughing at the video. However, the truly funny thing here is how the increasingly unhinged enviro lobby managed to score a fantastic own goal with this one. Such amazing stupidity! The greens managed to out-Dubya Dubya on this one. We need to guard against climate change in exactly the same way we needed to find those (non-existent) Iraqi WMD's. Speaking as a voter who went for the Democrats twice, I want to say I have officially lost faith in the great global warming hoax.

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  • Does Marketing Week approve of an ad which delights in killing those who disagree with the views of those promoting the ad?

    It is pure fascism. Just replace the dissenters with Jews, gays, gypsies and the disabled to understand the real message.

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  • Yeah, really funny. Blowing up people that don't agree with your politically motivated ideas.

    I guess I having been missing the "dark humor" of the Taliban and Al Quida all this time.

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  • Well, the stupid religious eco-mentalists have pulled it and apologised for being such tw*ts. Wonder have much CO2 was generated by the 100-off people who made this crap? Basically, believe in our unfounded tosh or we will blow you up. Hummm, remind you of anything?

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