Robert Redford appears in a new public-service announcement for "Raise the River," an effort to raise money and awareness for a proposal to save the Colorado River.
But while that might be a dry topic (pardon the pun), backers of the movement have found a novel way to get attention: Humor.
Specifically, Redford's PSA is being "countered" by Will Ferrell, who has begun "Move the Ocean," a campaign to instead move the Pacific Ocean closer to the Colorado River delta.
Redford's PSAs and Ferrell's spots, posted on the humor website Funny or Die, become a back-and-forth argument. Ferrell mocks "old Sundance," while Redford calmly gives as good as he gets.
The result gets a message across to people who might tune out while showing that environmentalists, contrary to popular opinion, actually have a sense of humor.