Um, yes, when your ad is at the bottom of a swimming pool, I'd say you've over-limited the audience. Not only to people who are down there, but, heck, opening your eyes in all the chlorine is pretty dicey* stuff.
At least they are on target - the ads are, in fact, for scuba (are you for scuba?)
Agency: Dubois Meets Fugger, Antwerp
Found at Flickr
*A word which always reminds me of my favorite literary quote of all time: "They can kill you, but the legalities of eating you are quite a bit dicier." (David Foster Wallace, Infinite Jest)
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