they were oblivous. >> i can believe it. i agree with you they thought it was funny and hip or whatever. but to now be trying to claim that there was a discussion to be had about the message is the part that's just crap. >> right. >> and the executives definitely should have known better. >> yeah. >> right. >> i don't want to be an old fuddy duddy here but in my day kids drank fresca and goats knew their place. >> that is the real message. >> i did like, though, that pepsico said it took full responsibility for the ad considering it was fully responsible for putting out the ad. >> not our fault. >> yeah. >> i like fresca. >> fresca is great. >> nothing wrong with fresca. >> they would never do this. >> no. >> will, you brought up the ad with the woman, that is the worst part of the ad. >> i assume they understood. >> i don't think they did but they were. >> we're all talking about it. >> i guess. how would you watch this commercial and then say i want a mountain dew? >> you know what? maybe you're like a habitual assaulter o

>> i think that overawareness can tip into obliv yes sirness. that's the issue. what i mean by obliviousness there is a culture of fear around breast cancer right now. i'm afraid of breast cancer. i've had it twice and i'm afraid of it. it is reasonable to be afraid of it but how we manage that fear, how it is marketed to us, how it is sold us to, what we're told about what we can do about it, those issues are cultural. that's what we have to be careful of so we keep our eye on the ball which is reducing the incidence of breast cancer, understanding better those of high risk versus those who are not and getting better treatment and prevention in place. >> john: we're all suspect at times of big pharma. lindsay, what's your advice to people who have been diagnosed with something that might happen? >> well, similar to what peggy said, i think it is really important that all of this awareness that's being created that we recognize that awareness is not what saves lives. it is action. so my greatest hope from all of this awareness that's being created is women everyw