‘Breaking Bad’ star appears in ad campaign against littering in New Mexico

SANTA FE, N.M. — The indelible lead character from the streaming series “Breaking Bad” has a new starring role in a government ad campaign against litter in New Mexico.

The 15- and 30-second ad spots were unveiled Thursday at an arthouse movie theater in Santa Fe’s urban railyard district. Local officials hope actor Bryan Cranston ‘s short reprise of the character Walter White will raise new awareness about the consequences of everyday littering and the illegal dumping of waste, tires and appliances.

The ad is titled “Breaking Bad Habets” and shows White rolling a steel drum into the remote New Mexico desert before using it to collect and dispose of litter by hand. The maniacal chemist turned drug dealer tells viewers in a menacing voice. to “keep litter out of my territory.”

New Mexico Governor Michelle Lujan Grisham believes the mythical methamphetamine queen from “Breaking Bad” will grab people’s attention and help draw attention to serious concerns surrounding litter and pollution in a state economically dependent on outdoor tourism and filmmaking.

“I need everyone’s attention,” said Lujan Grisham, a Democrat. “We’re going to talk about what you can do to reduce packaging and plastic and have a discussion about that and where they’re going.”

The marketing campaign uses $3 million in government funding and includes billboard advertisements. It involves cleanup efforts involving government agencies, public schools, youth recreation centers and prison staff.

A slew of provincial and municipal officials attended the ad’s screening ‘Breaking Bad’ director Vince Gilligan. Albuquerque Mayor Tim Keller said the online economy has inefficiently shifted some of the costs of waste disposal to consumers, which deserves reconsideration.

“The amount of bulky waste is moving into your home because we’re all doing more mail order,” he said. “Now we’re asking homes to pay for that, so that’s really creating a problem.”