JAPANESE GIANT Sony has decided to pull out of the climate change campaign 10:10 after the group made a video that showed school children being blown up.
The video was produced by Blackadder and Four Weddings and a Funeral creator Richard Curtis. It showed schoolchildren, actress Gillian Anderson and ex-footballer David Ginola being blown up for not caring about climate change.
The video ends with the caption, "Cut your Carbon by 10%. No pressure." It was withdrawn from the campaign last week after widespread complaints.
Sony said that the video was 'ill-conceived and tasteless' and, while it had fully supported 10:10 and its objectives, the video was released entirely without its knowledge or involvement, and therefore it was dis-associating itself entirely from the campaign. Sony's logo has been deleted from the 10:10 website.
In a statement, the technology brand said that the video ran the risk of undermining the work of the many thousands who support the long-term aims of the 10:10 movement and who are actively working towards the reduction of carbon emissions.
"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," the company added. µ