Perhaps the Hulk isn’t the best spokesperson for emergency mental health services

This ad has its heart in the right place, and there’s certainly no more anger-centric character than the Hulk. But to associate this beloved comic book icon with whatever god-awful struggles a kid would have to be going through to have need of the Boys Town National Hotline, well, that seems a bit much. The Hulk is (often) portrayed as a monster that busts out when Bruce Banner gets angry, and then wreaks havoc on those who’ve harmed his puny human alter ego. With tremendous, destructive violence. Like here. And here. And here. And about a million other times. This is something the reader roots for and looks forward to. Is this the message we should send to angry young people, those with a “monster within”? That they should smash and smash and smash until they doze off in some secluded glen? All I’m saying.

Then again, maybe this is pitch perfect. What the hell do I know.