It has no respect for the pristine environment it was shot in. It has no ‘green’ value system, and it assumes, even encourages you bring a soap bar to a perfectly natural environment. I am also really surprised by Leo Burnett’s comments on it on Brand Equity. The commercial scored a surprising 5.5 on the Leo Burnett 7+ ranking system. But yes, it probably appeals to the youth looking for adventure and repeatedly saying the word, ‘awesome’. It just doesn’t make sense to me to carry bars of soap into clean, green, refreshing natural settings. If we did that, those places won’t exists any more.