Samuel L. Jackson is now promoting… seaweed snacks? And yes, he still says ‘motherf*cking’

The iconic actor fronts a new campaign for energy giant Vattenfall, promoting the unexpected perks of offshore wind farms, including seaweed snacks grown beneath the turbines. Yes, really.

You’ve seen him take on snakes on planes, Sith Lords, and Tarantino scripts – but now Samuel L. Jackson is taking on… wind farms and seaweed snacks?

The American actor has teamed up with European energy company Vattenfall to front a new campaign that’s flipping the script on how we think about renewable energy. Developed by NORD DDB, it features Jackson in full force: charming, swear-y, and deadly serious about saving the planet.

Why seaweed? Because Vattenfall isn’t just building offshore wind farms to generate fossil-free electricity. It’s also exploring how those very same turbines can support marine biodiversity and sustainable food production. At the Vesterhav Syd wind farm in Denmark, the company is growing seaweed as part of its WIN@sea initiative and turning it into limited-edition snacks.

Enter Wavy Wonders, who’ve created the seaweed bites Jackson is seen chomping on throughout the campaign. And honestly? I kind of want to try one. “As someone who once studied marine biology, this project reignited my passion for the ocean,” Jackson said. “These wind farms create a habitat for sea life to grow… that’s next-level thinking.”

Samuel L. Jackson is now promoting... seaweed snacks? And yes, he still says 'motherf*cking'

It’s all part of Vattenfall’s push to challenge outdated perceptions of wind farms and showcase the full potential beneath the turbines. Because apparently, they’re not just clean energy machines, they’re seaweed snack factories, too.

The campaign will roll out across the UK, Sweden, Germany, Finland, and the Netherlands — hitting TV, cinemas, online, and billboards everywhere. But don’t get too excited about bagging a pack: the snacks aren’t going on sale. A small batch has been produced for Vattenfall staff and select collaborators.

Still, it’s a bold (and bizarrely brilliant) example of how unexpected partnerships can cut through the climate comms noise while reminding us that doing good doesn’t have to be boring. As Jackson himself puts it: “I’m all about challenging old ways of thinking”.

And now, apparently, eating his greens.