Plane Stupid: Polar Bears

Mother once again brings us a much talked-about campaign with their awesomely brutal online and cinema spot intended to make viewers think twice about taking unnecessary flights.

Directed by Daniel Kleinman for environmental activists Plane Stupid, it starts with a cityscape; in the distance, objects can be seen falling from the sky.

It's soon apparent that they are polar bears raining down on the street, their furry bodies smashing against buildings and on to cars and the road, leaving a trail of blood in their wake. Mother chose polar bears as their threatened existence, due to global warming, makes them a potent symbol of climate change.

The spot is so graphic that it's been given a 15 rating. Nonetheless, there've been complaints. UKIP MEP Godfrey Bloom has called it 'hysterical' and is to complain to the UK's Advertising Standards Authority.

Jon Miller, strategist at Mother, said: "We are not in the business of keeping everyone happy. Given a task like this our job is to grab attention. If polar bears did fall from planes onto our 4x4s, maybe we'd act. Given that is not going to happen we did the next best thing."

The special effects were created by MPC using proprietary tools including PAPI to simulate falling and collisions. Kleinman said: "We sourced all the polar bears from a virtual zoo at MPC. No bear was alive when we dropped them from a great height and no pixels were hurt during filming. But we did have to mop up the blood afterwards."