The 10:10 campaign —aimed at getting individuals to cut their carbon emissions by 10 percent a year, starting in 2010—takes a page from Citizen Change's playbook for this new video. Unfortunately, that page came from the chapter on ruining good causes with hyperbole and silly violence. The idea is: Anyone who doesn't want to cut their carbon emissions gets blown up. If the concept smells a bit like British absurdism to you, that's because it was written by Richard Curtis, who also wrote for Blackadder and Mr. Bean. 10:10's original response to the inevitable backlash was pretty callous. (They said, "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.") But their subsequent response to sponsors and partners pulling away almost redeems them, at least to me. "At 10:10 we're all about trying new and creative ways of getting people to take action on climate change," they said in a statement. "Unfortunately in this instance we missed the mark. Oh well, we live and learn." Still awfully flippant, but they spared us a lot of phony agonizing and acknowledged that the idea was flawed. Best we could hope for, really. Keep watching to the end for a Gillian Anderson cameo. Via Jalopnik .