This anti-heroin sixty-second ad ran only once . . . on the local St. Louis broadcast of the Super Bowl, but it struck quite an emotional chord. The most unsettling and troubling part of the commercial is the juxtaposition of the upbeat music with the horrifying images. The stark contrast in tone is an intentional choice that reflects the contrasts of these real-life situations.

It is disturbing. It is jarring. It is painful to watch. And we must pay attention to it.