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So, President Obama—under withering criticism from all sides and faced with what may be the worst environmental tragedy in U.S. history—has hit the pause button on further offshore oil exploration, including the Arctic Ocean.

This is great, but only very temporary, news. And it's the least and most obvious thing the president could do.

If we have any hope of reversing global warming and breaking our addiction to fossil fuels, we will need to find and pay attention to geniuses who can discard traditional thinking and biases and find a way through the current mess to a future energy economy based on efficiency and renewables.

We're taking our fight against plans by Shell Oil to drill in America's Arctic Ocean this July to the television airwaves in Washington, D.C. The 30-second spot will run beginning tomorrow nationally on CNN. It will also run on MSNBC and during the Daily Show and the Colbert Report in the D.C. region. 

You can see the ad here or watch it on the next page.

In 1970, just in time for the first Earth Day, Friends of the Earth and Ballantine Books published The Environmental Handbook, which eventually sold more than a million copies. I had a short chapter in there titled Ecopornography, or How to Spot an Ecological Phony. The idea was to try to help people recognize what we might call greenwashing--image ads from big companies that gloss over, lie about, downplay, or otherwise sweep their environmental crimes under the rug.

Last week marked the 5th appearance of Endangered Species Day. Although young as annual commemoration days go, Endangered Species Day draws attention to an age-old countdown that has been accelerated by human development at a frightening rate. In the U.S. alone, more than 500 species have gone extinct since the Mayflower docked.

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