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Total hours that a billboard with the line, "On May 14th, there will be no Mexicans in California," survived in Hollywood before being yanked down con mucho gusto. The board teased A Day Without a Mexican, a comedy in which the state's immigrants all mysteriously disappear, leaving the remaining Californians to fend for themselves. "The filmmakers [Televisa Cine] wanted to go out in May against Troy and Van Helsing ... so we wanted the campaign to be bold and funny," says Glenn Garland, cd at Eleven-Eleven Advertising in Santa Monica. In Hispanic neighborhoods, the Spanish ads translate to, "On May 14th, los gringos will be crying." "No gringos have complained," Garland says. "People are just so wound up these days, you can't make a joke anymore."

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Reported shark attacks in San Francisco, San Mateo, Santa Cruz and Monterey Counties since 1950—something to think about if you surf in Northern California. More food for thought (or, for the sharks, thoughts of food) comes from a new exhibit, "Sharks: Myth and Mystery," at the Monterey Bay Aquarium—and from BuderEngel and Partners' ad campaign for it. Last Wednesday, a fleet of blue, dorsal-fin-topped "shark cabs" swam through San Francisco, and a billboard featured a live snorkeler who appeared to slip into the "water" below him—actually a photo of a shark cruising through the ocean.