Overview

• 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.