Sony and the vid itself
The collateral damage would have been limited to 10:10 and the broader eco movement if it didn't have a lot of high profile sponsors, many of them tax-payer funded, and three of which are tech companies. O2 remains at the top of 10:10's UK partner list, but Kyocera Mita is not and neither is Sony, which has also publicly condemned the vid.
"Sony today strongly condemned the release by 10:10, the climate change campaign group, of a video entitled 'No Pressure' that Sony considers to be ill-conceived and tasteless," said a Sony Europe press release. "Whilst recognizing that 10:10 acted quickly to remove the video from its web site and has issued a public apology, Sony believes that it had no other option than to also condemn the video in the strongest possible terms and Sony is disassociating itself from 10:10 at this time."
Oh dear. 10:10 UK has actually apologised twice, once last Friday and then again yesterday as the excrement really started to hit the ventilator. "As you may have heard, last week, 10:10 made a mistake by releasing a short film about cutting carbon which was supposed to be humourous but in the event upset a lot of people," said 10:10 UK director Eugenie Harvey, whose original organisation was launched by Gordon Brown.
While 10:10 has taken the video down, plenty of other people have republished the offending vid on YouTube. We've embedded one that doesn't look like it's been mucked about with below for you to draw your own conclusions from. It seems to be trying to make a joke out of the coercion applied by many ‘good causes', but ultimately reminds us that many a truth is said in jest.
