The fallout from the UK organization 10:10's "No Pressure" PSA continues — with electronics giant Sony the latest to air its disapproval, and worse, drop all support for the environmental campaign. 

The short film, written by Richard Curtis ("Four Weddings and a Funeral," "Notting Hill") and narrated by "X-Files" actress Gillian Anderson, features groups of people looking for ways to reduce their impact on the planet — with those who choose not to participate being killed. In one scene, a teacher presses a button and two of her students explode into blood and flying body parts.

(You can view the video on MNN by clicking here.) 

Needless to say, the reaction has been overwhelmingly negative — with eco-author Bill McKibben calling the short "the kind of stupidity that really hurts our side." 

Sony responded today by dropping out of the 10:10 campaign, writing a statement decrying the message and disavowing any involvement in its creation. 

"Sony has supported the 10:10 climate change campaign because we share its objective to reduce carbon emissions," the media giant said in a statement. "However, we strongly condemn the 'No Pressure' video which was conceived, produced and released by 10:10 entirely without the knowledge or involvement of Sony.

"The company considers the video to be ill-conceived and in extremely bad taste. We also believe the video risks undermining the work of the many thousands of members of the public, schools and universities, local authorities and many businesses, of which Sony is one, who support the long-term aims of the 10:10 movement and who are actively working towards the reduction of carbon emissions."

Sony says that it will continue to support environmental initiatives — most notably its own "Road to Zero" environmental plan. No word yet on if any of other 10:10's sponsors will follow Sony out the door.

Michael d'Estries ( @michaeldestries ) covers science, technology, art, and the beautiful, unusual corners of our incredible world.

Exploding people PSA forces Sony's hand
Electronics giant drops support for climate campaign after "tasteless" video shocks viewers.