The second phase of New Mexico’s “Breaking Bad Habits” anti-litter campaign is set to launch on YouTube at 10 a.m. Tuesday, September 16. The latest commercial features the Salamanca Cousins, characters known from the television series Breaking Bad and Better Call Saul. In this new video, the Cousins speak Spanish with English subtitles. The ad will be available on both New Mexico Governor Michelle Lujan Grisham’s and Breaking Bad/Better Call Saul’s YouTube channels.
The “Breaking Bad Habits” campaign began in October 2024 under Governor Michelle Lujan Grisham’s leadership. Its initial public service announcement starred Bryan Cranston reprising his role as Walter White, directed by Breaking Bad creator Vince Gilligan. Since its debut, the first commercial has been viewed more than 50 million times, and cleanup efforts tied to the campaign have collected over 10,000 bags of trash across New Mexico.
This next stage of the campaign will run through June 2026 and will appear on local broadcasts, connected television, social media platforms, billboards, bus wraps and other outdoor locations.
Governor Lujan Grisham commented: “If anyone can convince New Mexicans to think twice about littering it’s these scary dudes,” she said. “It’s an exceptionally entertaining commercial that I know will accelerate the success of the Breaking Bad Habits campaign. I’m grateful to Vince Gilligan, actors Daniel and Luis Moncada, and Sony for their contribution to this campaign and for their commitment to keeping New Mexico beautiful.”
Residents are encouraged to report illegal dumping or sign up for volunteer cleanup events as part of the initiative. They are also invited to share their involvement using #BreakingBadHabits and #KeepLitterOut on social media platforms. More information about how residents can participate is available at www.breakingbadhabits.nm.gov.
Funding for this $2.9 million campaign comes from a special appropriation allocated by the New Mexico Legislature to the state’s Tourism Department during its 2025 session.
Breaking Bad was created by Vince Gilligan and produced by Sony Pictures Television. Both Breaking Bad and its spin-off Better Call Saul were filmed in Albuquerque between 2007 and 2022. The series has achieved international recognition including sixteen Emmy awards as well as a Guinness World Record for highest-rated TV show of all time.
