Water filter brand Brita has enlisted Joanna Lumley to highlight Britain's "green guilt" problem.
"Reduce, reuse, recycle. Sup?" Lumley says as she practices yoga and discourages people from using single-use plastic. Another spot features a guilt-ridden Brit (called Tim) as Lumley talks him through the guilt of buying single-use plastic, while a third sees the Ab Fab actor as she hosts her very own green guilt hotline service.
Embracing the role of sustainability agony aunt, Lumley is seen sauntering through a landfill. In one photo she is reading a fake newspaper which trivialises the use of single-use plastic as a "load of rubbish".
The campaign includes a partnership with Good Housekeeping, which invites readers to ask Lumley questions via a live Q&A, as well as a "Greening Good Guide" which features 10 steps to help Brits make sustainable changes in their homes. It is based on a YouGov survey from February last year, which found that only one in four (28%) Brits experience "green guilt" due to their lifestyle.
The work was written by Ben Edwards and directed by Jonny Briggs through Pops Production, while photography was handled by Mary McCartney.