If you thought climate change was some distant problem that doesn’t affect you, think again.

A PSA, by director Richard Curtis, asks a class of children to raise their hands if they plan to participate in the 10:10 campaign to reduce their carbon emissions by 10% starting on 10-10-10, those who don’t get blown up! Even the commercial’s narrator, Gillian Anderson, isn’t safe. When she naively┬ásuggests that lending her voice to the campaign is her contribution, she meets the same fate.

10:10 founder, Franny Armstrong, defends the sensationalism, “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 they also admit their sense of humor “missed the mark” and have pulled the ad from their website. Perhaps murdering people would have been funnier if it had been animated like the Robot Chicken Captain Planet parody (videos below).