I haven't seen the TV ad but my daughter is youngish and she is totally freaked out by the poster campaign, and so are her friends..I gather there have been quite a few written complaints about the advert - I'm not in the habit of writing irate letters, but I have to agree that the ads are totally OTT - weren't the creators aware that they would be seen by other sectors of the public apart from their targets and that shock tactics aren't appropriate? Sometimes I think that inexperienced school-leavers are involved in some campaigns, not respected adsters! I'd like to see somebody from the ad company write a defence of the ads.