Russell Crowe did his part over the weekend to promote the Bible epic Noah, a mission seemingly in direct conflict with the movie’s environmental message.

The 49-year-old embarked on a whirlwind Celtic tour on Saturday, attending same-day red carpet screenings in Dublin, Edinburgh and Cardiff.

That’s only a fraction of his current publicity tour, no doubt. Now consider the green message embedded in Noah, that we must treat the earth with care and not give in to industrial excess. Director Darren Aronofsky telegraphed the film’s green themes early on, proclaiming that Noah was the first environmentalist. Crowe, who plays Noah in the film, put climate change sentiments aside so the film could rake in the green.

Crowe isn’t the only Hollywood star with a big carbon footprint pushing an environmental agenda without flinching. The stars of The Amazing Spider-Man 2, Andrew Garfield and Emma Stone, just jetted to Singapore to take part in an elaborate Earth Hour celebration.