Client: Plane Stupid
One of the most haunting images of 911 was watching those who decided to jump from the Twin Towers rather then wait for the buildings to collapse.
That unnerving viewing is created once again in a shocking new ad from climate change campaigners Plane Stupid, to highlight the brutal impact the global warming is having on the polar ice caps.
The ad was made on a shoestring using a volunteer crew. MPC created the computer-generated polar bears, using proprietary tools including PAPI which simulates falling and collisions in a realistic way. Its proprietary fur software ‘Furtility’ allowed the fur making it move in a lifelike way.
It opens on a shot of a city skyline, where some strange objects can be seen falling from the sky. Gradually the viewer is able to see that the objects are, in fact, polar bears.
As the ad continues, the bears meet their brutal deaths, crashing against buildings, leaving a trail of blood, and landing on cars.
The aim of the campaign is to make people consider the impact that taking even short flights can have on carbon emissions.
It was inspired by the fact that an average European flight produces 400kg of carbon, which is the same weight as an average female polar bear.
"As a grassroots organisation that campaigns to end short-haul flights, this ad is just the kind of hard-hitting message we need to get people to stop and think before they book their next city break without understanding the consequences,” said spokesperson for Plane Stupid, Leo Murray.
The ad is screening in UK cinemas and online, with media through DCM and has a 15 certificate.