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Although this ad did make me chuckle, I'm not a huge fan. It's for First Ascent backpacks and was created by FoxP2, Cape Town. Now, with a name like First Ascent, I'm assuming they are targeting first-time explorers. But saying 'hey, you might lose your fingers but your stuff will be just fine' is generally not the best way to encourage purchasing of a rucksack. In my opinion it's not a success to finish an expedition with fewer body parts than when you left off, but hey what do I know, I'm not one of the 'World's Top Adventurers.' The art direction however is excellent and I actually do like the copy, but like this guy, I can only give it half a thumbs-up.