Surfrider Ads that cut to the chase

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sometimes we have to be hit over the head in order for somthing to make an impact or better yet, tell sombody "its you that gets affected by the choices you make." Surfrider have been putting that to the test with their range of graphically amazing and evocative ad's that say it like it is. I cant help but think that this may have been inspired by the images placed on cigarette boxes of blackened lugs and dying people in a successfull attempt to really show the reality of your actions on your own life. That campaign was and still is a huge success with smoking im just hoping the same thing will happen with this campaign!