VIDEO: Friends of the Earth launches new ad featuring Toy Boy star


Environmental group Friends of the Earth has launched a new campaign film featuring Jasmine Jobson, of Netflix’s Toy Boy fame.

The 90-second film ‘We’ve all been there’ was created by indy creatives Don’t Panic.

It’s a witty ad with a serious message, and spot focuses on the growing anxiety about climate change.

The spot is part of friends of the Earth’s new ‘Take Back Tomorrow’ campaign

Friends of the Earth research

A January YouGov poll found that over 70% of the UK’s 18-24 year old population is anxious about climate change.

To ensure that each individual is aware they’re not an anomaly, the campaign demonstrates how these feelings are the norm. It directs the audience to tangible solutions they can adopt – giving assurance that there’s a real plan to tackle the climate crisis.

Time to act

“What we do in the next few years will determine the future of our world. We know the solutions to climate chaos and there’s still time to act… just”, said Aaron Kiely, climate campaigner, Friends of the Earth.

“We need to work together if we’re to convince our government to legislate against climate chaos”.

 “As the group of people most likely to see the worsening effects of climate chaos, it’s not surprising that a surge of younger people is increasingly concerned, especially in the face of government inaction”.

Eco anxiety

FOTE said most of us can feel eco-anxiety, and it hits us continuously. From the moment we walk into a coffee shop and realise we’ve forgotten our coffee cup, to getting to the check-out at the supermarket and realising we’ve not brought our reusable bag, to the daunting realisation that we forgot to use the recycle bin at lunch.

The group said we all want to do our bit to help heal our planet. We know that each small effort we make can create an impact. And this is why we worry that we’re not doing enough.

This, it claimed, is the insight experienced by the protagonist Jasmine Jobson in its hero film.

Ad plot

From the moment she sits bolt upright in bed, the narrative takes on an ominous and dramatic feeling, consequently raising the audience’s blood levels.

We watch her sprint through streets, clambour over fences, launch herself through people’s homes and throw herself off of bridges.

This intense, action-packed chase leaves the viewer baffled as to what the commotion is about and what is it that she’s lost that causes her so much anxiety.

Rick Dodds, Creative Partner, Don’t Panic said: “One of the most telling elements of producing this idea, is how everyone on the crew identified with the issue.

“Everybody had a story about feeling eco-anxiety over one thing or another. Jasmine Jobson really embodied it, and she was simply brilliant – throwing herself into chase scene after chase scene over three, freezing cold nights in South East London.”

He added: “From the off we didn’t want this to feel like a typical charity film. We wanted to create a high-intensity, Hollywood-esque chase scene that got pulses racing.

“The more dramatic we made it, the more humour there would be in the reveal; it was all for a plastic bottle she’d put in the wrong bin.”

Stink Films

The ad was produced Stink Films, with rising star Director, Eoin Glaister partnering with one of the industry’s finest DOP’s, Fabien Wagner (who shot episodes of the final season of Game of Thrones and DC Comics Justice League amongst others).

The film was shot using an Arri Alexa mini. The fast-action shots were filmed with the help of a rickshaw, mori and a Maxima rig.

For the bridge scene, a deserted road in the former Olympic park was used. A stunt double took the plunge for Jasmine.

“This was a dream job from the get go: a chance to get stuck into some gritty genre proper, a cracking punchline and all for a good cause”, said Eoin Glaister, Director at Stink Films.

“Given that I am now writing this from the comfort of the Stink offices and am no longer stood beside a motorway in the freezing cold at 4am, I can safely say it was an utter joy to shoot and the crew enjoyed every last second of it.

“Jokes aside, we were extremely lucky to pull the crew we did, a level of expertise usually reserved for blockbusters.


Released across Facebook, YouTube, Instagram and Twitter, the film is part of Friends of the Earth’s wider climate campaign #TakeBackTomorrow.

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Hollywood celebs shun 50th Davos forum amid climate crisis