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This campaign illustrates the typical Greek inconsiderate sunbather. He spreads out and uses the beach with an air of arrogance and dirties it shamelessly. An image powerful enough to convey the full message with no words. Both humourous and tragic as it brings to the surface a bitter truth which no one wants to face but is quite willing to laugh along with it. It illustrates that bad upbringing and attitudes are responsible for the environmental destruction of beaches.

There could be no better leading man for the TV commercial than the Greek macho man. Sadly there is at least one on every beach. The TV commercial shows his typical outing to the beach. I chose "Clint Eastwood" by The Gorillas as the soundtrack for this commercial.