No Pressure / 10:10 Campaign
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Background
10:10 is a group dedicated to reducing everyone's carbon dioxide emissions.
On the 30th of September 2010 their British chapter released a promotional mini-movie called "No Pressure" to draw attention to their campaign. They succeeded in style!
No Pressure Released
Prereleased on the website of The Guardian newspaper to much fanfare under the headline There will be blood, it starred a couple of soccer players, that bird off of the X-files and a script by alleged comedy writer Richard Curtis.
Initial Reaction
Immediately things went horribly wrong. Within a couple of hours the advert had been removed from 10:10's website at the request of other charities. Widespread condemnation was being heaped on the production by most who saw it. 10:10 scrambled to remove pirated copies from youtube but so many outraged viewers had saved and were posting it that they were forced to give up. Plans for a cinema and television release were hastily scrapped.
Content
Whilst not entirely without comic merit in isolation, anyone familiar with Monty Python will understand that the four-minute clip contains only a single 40-year-old joke.
And some rather ill-judged special effects beginning about one minute in:
Apologies
10:10 proffered some rather mealy-mouthed apologies claiming that "many" had found the piece "extremely funny" and that they weren't taking down copies out of choice. But few were impressed.
Wider Reaction
There are many global warming blogs which receive hundreds of comments an hour between them. Both sides of the debate roundly criticized the film, though there was support.
Much outrage was voiced by parents – and anyone who doesn't enjoy watching innocent people exploding. Another common complaint was that the usual satirical roles were reversed: the weak being punished instead of the powerful and pompous. Others were distressed that the piece's title "no pressure" was used to lure the victims into a sense of false security before their executions.
Some of the most outraged viewers were active supporters of the campaign, such as this lady who commented on their facebook feed (since disabled):
Four days after the release 10:10 had lost three of its four corporate sponsors, with the final holdout – telecom O2 – likely gone by the time you read this.
The number of "people on board" prominently displayed on 10:10's website has also fallen 30% since the debacle, despite recent pledges by Marc Dutroux, Exploding Mr Creosote, Iosef Dzugashvili, Lord Christopher Monckton and the late Michael Crichton.
In response 10:10 released another apology – this time containing a modicum of professionalism.
Within the first week copies of the piece had recieved over a million views on youtube despite the many negative ratings and the ambiguous name making it difficult to find.
Variants and Derivatives
Scorched Earth:
Settled science:
Canned laughter:
Next Class:
Jihad*:
*Note, 10:10 appears to think that slagging off the Islamic faith is not funny – as opposed to killing innocent schoolchildren with explosives – and are actively removing these. Naturally, this has created several more versions with different soundtracks: here for example.
And a very nice Downfall with DirektorFührer Richard Curtis:
. . . and subverted interview with same:
Another Downfall that suffers from poor subtitles:
10:10 helpfully provided a make-your-own poster facility available which many have used for subversive purposes.
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