Greenpeace is making its first attempt to get lads to go eco-friendly with a risqué viral ad featuring men and women who literally have light shining out of their rear ends.
The viral ad, which features a voiceover by The Office and Hitchhiker's Guide to the Galaxy star Martin Freeman, aims to get the "lads' mag" audience of 16- to 24-year-old men to think about energy-efficient light bulbs.
Greenpeace's 45-second ad, made by production company Park Village and agency Escape Partners, features people illuminating everyday situations by dropping their pants and providing a spotlight beamed out their backsides.
In one scene a man aims the beam from a lightbulb in his posterior under a car bonnet so a friend can fix an engine.
Freeman's voiceover finishes with the line, "Until the sun shines out of your arse, use an energy-efficient light bulb instead".
The viral ad will be seeded on websites and blogs to target markets including the UK, US, Canada, Australia and New Zealand.
