Will advertisers ever learn? Pepsi Max has a new print ad featuring a very lonely calorie that's committing suicide. Oh, dear. Does this sound familiar? Will advertisers ever learn that even if the creative concept itself is great, sometimes you just don't go there. Suicide is one of those subjects. Conceptually, it's great, but no matter how right the concept is, or how great the art direction is, consumers are NEVER going to find it funny.