Greenpeace Targets 'Lads' Through Viral Advertising

Greenpeace is making its first attempt to get lads to go eco-friendly with a risqu� viral ad featuring men and women who literally have light shining out of their rear ends.

The viral ad which features a voiceover by The Office and Hitchhiker's Guide to the Galaxy star Martin Freeman aims to get the lads' mag audience of 16- to 24-year-old men to think about energy-efficient light bulbs.

Greenpeace's 45-second ad made by production company Park Village and agency Escape Partners features people illuminating everyday situations by dropping their pants and providing a spotlight beamed out their backsides.

In one scene a man aims the beam from a lightbulb in his posterior under a car bonnet so a friend can fix an engine. Freeman's voiceover finishes with the line Until the sun shines out of your arse use an energy-efficient light bulb instead.