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The 61-year-old actor created a 15-minute video titled Stacking the Deck for the campaign End Gambling Ads.
During the video, he embarks on an investigation of legislation around gambling and gambling advertising in the UK and the argument that they drive people's addiction – all with the aim of creating the perfect anti-ad.
The powerful video features interviews with experts and those personally impacted by the harms of gambling addiction, including Annie Ashton, an activist and campaigner whose husband died by suicide in 2021 after harbouring a secret gambling addiction.
'There are either the sporting ones, which are generally around football. It tends to be a white working-class person fronting it,' with Christopher acknowledging he 'fits into that' archetype.
'It's to appeal to a lookalike audience,' Joe added.
Joe then discussed the more 'glamorous', 'tuxedo-wearing' style adverts which involve celebrities like Chris Rock, with the British actor sarcastically quipping: 'He needs the money, he really needs the money.'
The 15-minute PSA ends with his anti-ad in which he leans into the white working-class man relatable aesthetic reminiscent of stars like Danny.
He ends it with a call for people to write to their MPs, encouraging them 'to respond to the evidence and urgently start to restrict gambling advertising.'
Since posting his anti-ad, fans responded to him tackling such an important issue with honesty and frankness.
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