New Mexico Gov. Michelle Lujan Grisham introduces a public service ad campaign against littering that features "Breaking Bad" actor Bryan Cranston in a reprise of the series' character Walter White, on Thursday, Oct. 17, 2024, in Santa Fe, N.M.. (AP Photo/Morgan Lee)
The iconic character from the hit series Breaking Bad has returned in a surprising new role: tackling littering in New Mexico. Bryan Cranston, reprising his role as Walter White, stars in a public service campaign aimed at raising awareness about the environmental impact of litter and illegal dumping.
The campaign’s 15- and 30-second ads were revealed on Thursday at a Santa Fe theater. Local officials hope that Cranston’s return as the infamous character will highlight the issue of everyday littering, from trash to abandoned tires and appliances.
In the ad, titled "Breaking Bad Habits," White is seen rolling a steel drum into the New Mexico desert—not for his usual activities, but to pick up litter by hand. With his familiar menacing tone, he warns viewers to "keep litter out of my territory."
New Mexico Governor Michelle Lujan Grisham hopes this unconventional approach will grab attention. She emphasized the importance of addressing pollution, particularly as outdoor tourism and the film industry play crucial roles in the state’s economy.
“We need everyone to pay attention,” the governor said. “It’s time to talk about reducing waste and being more mindful of where our trash ends up.”
The campaign, supported by $3 million in state funding, also includes billboards and cleanup initiatives involving schools, state agencies, and even prison inmates.
During the ad’s premiere, Albuquerque Mayor Tim Keller pointed out a growing issue with waste disposal. He noted that with more people shopping online, disposal costs are being shifted to households, which complicates the situation. "We're now asking residents to handle more bulk trash, and it's becoming a real challenge," he said.
The hope is that the campaign will not only entertain but inspire New Mexicans to take action against littering.
