Gov. Michelle Lujan Grisham has announced a new anti-litter initiative in collaboration with actor Bryan Cranston, who will reprise his role as Walter White from the television series "Breaking Bad." The campaign aims to reduce litter across New Mexico and includes various promotional materials such as television ads, billboards, and social media content.
The announcement took place at the Jean Cocteau Cinema in Santa Fe, where state officials and community volunteers gathered. The event featured the premiere of two new advertisements directed by Vince Gilligan, the creator of "Breaking Bad," featuring Cranston's character Walter White urging viewers to keep litter out of his territory.
"New Mexico is the most beautiful state in the nation, but I’m saddened and disappointed by the amount of litter I see carelessly tossed along roadways, public parks and other places," said Gov. Lujan Grisham. She emphasized the importance of preserving New Mexico's natural beauty through collective efforts.
The campaign includes a fall cleanup challenge involving volunteers from various organizations and a dedicated website for residents to report illegal dumping and participate in cleanup events. Gov. Lujan Grisham plans to propose additional anti-litter initiatives during the 2025 legislative session.
Vince Gilligan expressed enthusiasm for participating in this project, highlighting New Mexico's stunning landscapes used during filming "Breaking Bad." He remarked on using To’hajiilee as a location for one of the commercials: “What a perfect spot to showcase the natural beauty of New Mexico.”
Bryan Cranston praised the unconventional approach of this campaign: “Most public service campaigns work using common sense and empathy… that’s not what we did here!” He noted that while Walter White's message carries a certain threat, it is intended humorously.
The New Mexico Tourism Department received $2 million for this statewide beautification effort, supplemented by funds from other sources, totaling $3 million for creative production and media buys through Spring 2025.
Visit BreakingBadHabits.nm.gov for more information on cleanup events and volunteer opportunities.