From a distance, I assume the limp figures falling from the sky are people. Then the camera draws closer, and I see that they are polar bears, hurtling towards a generic metropolis, bouncing off buildings and leaving behind stomach-turning splashes of blood. They land, by the dozen, and lie still.
“An average European flight produces over 400kg of greenhouse gases for every passenger,” I read. “That’s the weight of an adult polar bear.”
Only then do I realize that I’ve been watching an ad about climate change, from U.K. anti-aviation campaigners Plane Stupid. The spot has been developed for cinemas. But in the slick streets of the Internet, it’s hard to say whether the gore will land where it is supposed to.
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