NEWS
08/22/2014 10:53 EDT | Updated 10/22/2014 05:59 EDT

Is Science World ad too risqué or violent?

The latest Science World ad from creative Vancouver agency Rethink, couldn't get the green light from the Television Bureau of Canada so Science World and the agency have instead released it on the Internet.

Every year, Rethink comes up with new and interesting facts they bring to life for Science World and this year it's "optimists feel less pain."

In the spot, a terminally happy man is hit in the face with a newspaper, steps on a nail, is kicked by a kid, and shot with a flaming arrow which doesn't diminish his sunny demeanour...until...at the end of the ad...he's run over by a school bus. 

It's not the first time Science World has grabbed attention with risqué or provocative ads. Last August for a sexuality exhibit Science World ran an "orgasms can kill pain" spot and a print ad that claimed "ejaculation fights colds."

In 2010, Science World put up a 22-karat gold billboard near the Granville Island entrance to promote a summer "treasures" exhibit.

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