NEW MEXICO (KRQE) – New Mexico Governor Michelle Lujan Grisham joined state and city officials to announce the launch of a statewide beautification campaign, featuring the return of award-winning actor Bryan Cranston as Walter White from the "Breaking Bad" television series. The "Breaking Bad Habits" anti-litter campaign focuses on reducing litter and beautifying New Mexico. A news conference held Thursday to announce the campaign included a premier of two television ads featuring Cranston as Walter White, directed by 'Breaking Bad' creator Vince Gilligan. The ads depict Walter White picking up trash while a channeling the alter-ego "Heisenberg." Story continues below Crime: Suspects in online sex sting operation in New Mexico appear in court Community: City of Albuquerque breaks ground on pallet village aimed at helping people dealing with addiction News: Governor will not renew expired public health order on guns in Bernalillo County Trending: Is Albuquerque’s KiMo theatre haunted? The new campaign will include billboards, advertising on city buses, social media ads, and Heisenberg-themed shirts. There will also be a cleanup challenge that involves volunteers from Santa Fe Public Schools, Boys and Girls Clubs, state agencies, community organizations and inmate work crews. "It's time for all of us to commit to Breaking Bad Habits and do our part to eliminate litter and preserve our great state's spectacular beauty," Lujan Grisham said in a release. A new website has been launched as the center of the campaign. Residents can learn about the campaign, report illegal dumping, sign up for volunteer cleanup events and more at the new website.