Our experiment (N = 275) evaluates the impact of ad personalization by integrating participants' first name (or not) in an appeal to reduce plastic use on their behavioral intention. We consider psychological discomfort as a mediating process between ad personalization and the intention to reduce plastic use. Surprisingly, the results show that integrating someone's first name in the ad alleviates psychological discomfort. As expected, psychological discomfort, in turn, improves the intention to reduce plastic. Therefore, personalizing plastic-saving ads does not seems to be an effective way to encourage plastic-saving behaviors.