For a third year, the National Council on Alcoholism and Drug Abuse in Olivette will run Super Bowl ads dramatizing the nation's drug epidemic.
The council's jarring, gloves-off messages during the last two Super Bowls have generated thousands of comments, compliments and even some criticism.
"I think this year's ads are the most powerful yet," said Mark Schupp of Schupp Consulting, which has been the creative director for the project since it began.
"There's a spin to these that I think is very effective," he said. "And when we showed them to a (preview) group, they were stunned.