It is probably the most moving thing you will see today. A stark, heart-wrenching new ad by environmental group Greenpeace as part of its campaign to preserve the Arctic features music by Radiohead and a voice-over by actor Jude Law. But the real “star” is a female polar bear shown to be forced from her habitat due to climate change.
As Radiohead’s haunting song “Everything In Its Right Place” (from the band's 2000 album Kid A) plays in the background, the bear roams London in search of food. Law’s urgent appeal to viewers to get involved comes at the end.
Britain’s NME quotes Radiohead singer Thom Yorke saying: "We have to stop the oil giants pushing into the Arctic. An oil spill in the Arctic would devastate this region of breathtaking beauty, while burning that oil will only add to the biggest problem we all face, climate change."
Paul McCartney has also signed up to the campaign, in which artists and members of the public have signed an Arctic Scroll calling for the Arctic to be protected. When the campaign gets a million names, the NME reports, Greenpeace will plant the Scroll in the sea bed in the North Pole.
Yorke adds: “That’s why I’m backing this campaign, and why I have signed the Arctic Scroll. I’ll know whenever I look north that my name is planted at the bottom of the ocean at the top of the world as a permanent statement of our joint commitment to save the Arctic.”