"Absolutely Fabulous" star Joanna Lumley plays a therapist counseling people over their "green guilt" in a new campaign for Brita, the water filter brand.
In a series of social media spots created by Iris, Lumley plays a serene, but not always totally sympathetic, sustainability agony aunt.
In one film, she provides couples therapy to a man and woman, suggesting they "recycle together" more, while in another she meets with a man who accidentally bought a plastic bottle of water, saying "nobody's judging you darling...well maybe a tiny bit." She also chants "reduce, reuse, recycle" in a yoga pose and answers a green guilt hotline.
The tagline of the campaign is "get your green on" and Brita has also created an online "Greening Good Guide" of hints and tips on how to recycle. It features images photographer Mary McCartney shot of Lumley surrounded by plastic waste, wearing fully sustainable clothing.
The campaign is based on the insight that although 74% of British people care about the planet and are motivated to make environmentally-friendly choices, 28% experience "green guilt" due to their non-sustainable lifestyle habits.
"Our challenge to Iris was to find a creative way to showcase how Brita can help make people to make more eco-friendly choices at home," said Rebecca Widdowson, marketing director for Brita U.K in a statement. "However, we wanted to do this in a way that didn’t place pressure on people or pile on any more feelings of guilt—we wanted Iris to offer tangible solutions that were simple to undertake and would make people feel positive."