Kids love to stick stuff in their noses. (They also like to dig deep and pick stuff out, but that’s another story.) The little tykes will stick toys up their nostrils, candy, their finger, you name it. In fact, if there’s nothing nearby to actually stick up their nose, they often go into withdrawal, constantly sniffing and touching their nose while snorting, like a junkie checking themselves for powder on the outside.

Well, Mag-Lite is exploiting the phenomena in their latest ad campaign. Making “light” of it even. Maglite is launching their smallest flashlight yet named Solitaire, with these images of kids who breath light out of their nostrils.

It’s a great ad, but is it asking for trouble? You know they are going to get some heat when kids really start doing it.

[Still-ad]