United Airlines has named Sesame Street’s Oscar the Grouch as its first “Chief Trash Officer” and launched a new ad campaign to raisw awareness of the benefit of Sustainable Aviation Fuel (SAF).

One of the spots included in the campaign features the iconic character on his first day at work, being visited in his new office by United Captain Tomica Adams, who checks up on him and breaks down how things like waste can help fuel air travel. “There’s a lot of things garbage can do,” he tells Oscar, who thus finds out that there is waste that can be turned into this thing called “sustainable aviation fuel”, an alternative to normal jet fuel that can help fly a plane with reduced lifecycle emissions. The captains explains to Oscar that his role is to help get more people passionate about trash and build towards a future where everyone flies with SAF.

Oscar is curious to know what kind of trash they are talking about and learns that it’s stuff like leftover cooking oil and grease.

“Make people love trash. Got it!” concludes Oscar, sitting in his trash can.

At the end of the commercial, viewers are encouraged to visit the Chief Trash Officer section on the airline website for more trahs talk.

As a part of the collaboration with Sesame Street, United Airlines is supporting Sesame Workshop through a donation to the nonprofit educational organization’s Welcome Sesame initiative. Sesame Workshop will also be included in United Airlines’ Miles on a Mission, where travelers will be able to donate miles to help support its global mission to help children grow smarter stronger and kinder.