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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