The Heartland ads are not the only climate change messages to go wrong | Guardian Sustainable Business | guardian.co.uk

Even more notorious was the No Pressure video, released by the campaign group 10:10. Despite being directed by Richard Curtis and starring a cast of A-list celebrities, the video was a communications disaster – in one gory scene, children in a classroom were shown graphically "exploding" for expressing climate sceptic views. Naturally, climate sceptic groups condemned the campaign – although that didn't stop Heartland going several steps further with its "serial killer" advertisements.