Chest Hair and Climate Change: Harrison Ford and the Making of "Lost There, Felt Here"

The fast-paced thirty-second commercial was a public service announcement (PSA) created by New York-based BBDO, the renowned advertising agency famous for Apple's 1984 ad as well as award-winning material for companies like Pepsi and Visa. Commissioned in 2008 by Conservation International (CI), the waxing PSA helped inaugurate "Lost There, Felt Here," a campaign designed to increase awareness about the connection between climate change and tropical deforestation. The release of carbon from tropical deforestation, according to the campaign, is "twice the amount that all the cars, trucks, and planes in the world emit, combined." Like many environmental campaigns, the PSA is calling on the public to care about both the global climate and tropical rainforests. Here, Kneas discusses the environmental metaphor of chest waxing.