Benedict Cumberbatch has stripped down to a towel to play chief executive ‘Benedict Lumberjack’ for an advert spotlighting the role of pension funds in fossil fuel projects.
The Sherlock Holmes actor, 48, is heard saying “I’m so hot right now” as he sits in a sauna and watches the world’s forests burn in a video created for pensions campaign group Make My Money Matter.
Lumberjack encourages people to not “change a thing” and to “keep your pension cash pouring in” because it will benefit people like him and “keep the fires of profit burning”.
“The business of deforestation is on fire and it’s all thanks to you,” Lumberjack says.
“We’ve taken billions of your hard-earned pounds and used them to fuel our exploits through the Amazon and beyond. The money from your pension has helped scorch, slash and burn entire rainforests, and our profits are growing like, well, wildfire.
“Some parts of the world are literally burning, but you know, it’s just the bits that nobody cares about. Look, if you can’t stand the heat, get out of the rainforest.”
The advert, created by agency Lucky Generals and directed by Sophia Ray, aims to raise public awareness of the role the UK pensions industry plays in funding companies that help to drive the climate crisis.
Research from the campaign group found UK pension schemes invest around £88 billion in fossil fuel companies.
Ray said: “It was a dream to direct a project like this. A strong idea for an extremely important cause, brought to life with a mesmerisingly powerful talent like Benedict. It’s a strong reminder that we can align our financial decisions with our values, and I’m proud to be part of this important conversation for change.”
Cumberbatch is known for playing Sherlock Holmes in the BBC drama series and Doctor Strange in the Marvel films. He received Academy Award nominations for his roles in The Imitation Game (2014) and The Power Of The Dog (2021).
Last year, Oscar-winning actress Olivia Colman dressed as latex-wearing oil executive ‘Oblivia Coalmine’ in a campaign video from the group.
Benedict and Olivia are set to star together in a remake of Hollywood classic War Of The Roses.
Want to know where your pension goes? Meet Benedict Lumberjack here.
To move your pension to a forest-friendly alternative, see our top ethical pension funds and the Good Guide to Pensions.
