Greenpeace is running a campaign criticizing Proctor & Gamble for destroying forests.
They look at a popular P&G ad celebrating motherhood, and turn it on its head, saying that P&G actually manages to take away mothers of some animals. This takes advantage people's feelings towards their moms, people's feelings towards cute animals, people's instincts to save cute animals, and people's predilection towards criticizing large companies.
Because they provided a clear and engaging reason to be angry at someone, their ad will probably be all over the blogs.
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