This spotlight makes the viewer focus solely on the grenade first to start to comprehend the message the ad is conveying. ... The illustrator doesn't mess around with making the message complicated. ... By having he ruler placed next to the words the viewer sees the not only the message about sea levels from the words but also gets a visual representation from the ruler. ... Their mission statement is to, "protect and enjoy the world's ocean, waves and beaches though a powerful activist network. ...