Benedict Cumberbatch gets fired up

Last year we saw award-winning actor Olivia Colman as Oblivia Coalmine and, this year, another garlanded actor takes centre stage in a spot for Make My Money Matter.

Benedict Cumberbatch stars as Benedict Lumberjack for the movement, co-founded by UK filmmaker Richard Curtis, which reveals the twisted truth behind how pension funds invest our savings. 

Turning the villainy up to 10, Cumberbatch sits wrapped in a towel, enjoying a sauna, while he thanks UK pension holders for the money in their pension, which has helped "scorch, slash and burn" rainforests. The advert ends with a sinister reveal, showing viewers the world’s forests outside his sauna ablaze. 

“Benedict Lumberjack shows us the dark truth that our money is being used to destroy the planet and the future we’re saving for," said Izzy Howden, Senior Campaign Manager at Make My Money Matter. "It has never been more clear: our pension funds are failing us. They should be protecting our retirement, but instead they continue to invest our money in the companies causing deforestation and profiting from the climate and nature crises. We need urgent action now - before it's too late.”

Created by Lucky Generals London and directed by Sofia Ray through Academy, Make My Money Matter hopes that Cumberbatch’s performance makes a lasting impression on both savers and industry alike, raising awareness of the role the UK pensions industry plays in financing the companies driving the climate and nature crises.

“It's time to turn up the heat on the pension companies that invest our savings into the destruction of the rainforests,” said Danny Brooke-Taylor, Co-Founder at Lucky Generals.

"It was a dream to direct a project like this," added Ray. "A strong idea for an extremely important cause, brought to life with a mesmerisingly powerful talent like Benedict. It’s a strong reminder that we can align our financial decisions with our values, and I’m proud to be part of this important conversation for change."