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Moody visual effects and poignant music may actually make you feel bad for the furry bad guy.

What would the Big Bad Wolf be without his legendary lung capacity? A leather-clad has-been, according to FCB New York's latest ad for the FDA, titled "Straw City." The short spot conveys surprisingly strong emotion thanks to its solid visual effects, dark palette and slightly grotesque pig costumes. The message is aimed squarely at teens (you can tell by the leather jacket), but could make anyone feel like a loser when reaching for that pack of Fowlers.