From Crispin Porter + Bogusky comes a new wrinkle in help-the-homeless ads, on behalf of the Miami Rescue Mission: No homeless, just endangered animals. "We believe that helping people in need should trump everything else," explains AD Mark Taylor, "so we used endangered animals to put this into perspective. If these poor little creatures are willing to put their own plight aside to save the humans, then we're all certainly able to help the cause as well. By looking at it in this light, we feel we can send a more powerful message. People will have a visceral reaction to this, probably more so than if we were to feature a homeless person. After all, who wouldn't listen to a teary-eyed little seal?" The guys who beat them with clubs, but never mind that.