There's a controversy brewing over ads aimed at curbing Mexican men's appetites for turtle eggs, which reputedly have "natural" Viagra-like properties.

Here's an ad. Stories on the contoversies here . More ads here.

The ad strategy seems straightforward. To stop people eating turtle eggs you need to motivate people who eat turtle eggs. These people are seeking potency; undermine the link and cut turtle egg consumption. Similarly, the state of Texas launched one of the most successful anti-litter campaigns ever with the slogan "Don't Mess With Texas" - which appealed to the main littering demographic, young men. The choice is simple: PC sensibilities or turtles. Seems the turtles are coming up short on this one.