Benedict Cumberbatch Stars in Satirical Ad Critiquing Pension Investments in Deforestation

The campaign by Make My Money Matter highlights the environmental impact of UK pension funds linked to deforestation and fossil fuel industries.

Benedict Cumberbatch portrays 'Benedict Lumberjack,' a satirical executive profiting from deforestation, in a new ad for Make My Money Matter.
The campaign critiques the UK pensions industry for investing over £300 billion in companies linked to deforestation and £88 billion in fossil fuel firms.
Set in a sauna with burning rainforest visuals, the ad uses dark humor to emphasize the environmental harm caused by these investments.
Research cited by the campaign warns that global rainforest loss continues at alarming rates, with the Amazon nearing a critical tipping point within 25 years.
The ad follows a similar campaign featuring Olivia Colman last year, aiming to push pension holders to demand environmentally responsible investment policies.