It begins with the heartwarming family scene of a father reading a story to his daughter.
But the bedtime tale turns out to be a terrifying account of drowning puppies, rabbits dying of thirst and the end of the world as we know it.
The father tells his daughter that if 'grown-ups' turned off things such as lightbulbs 'maybe they could save the land for the little children'.
The child looks up at her father and asks: 'Is there a happy ending?'
Energy and climate change minister Joan Ruddock denied the commercial was being targeted at children.
Is she taking the piss?