Scuba Spidey?

This promotion for Green Peace was done in Beijing and I've been debating whether or not its blog worthy content for a few days now. On the one hand it's taking a huge stationery object and turning it into an ad, but on the other hand it seems forced. While the Scuba Spiderman received media coverage, I'm still not sure that I'm entirely sold on the actual concept of the ad itself. I'm all for preventing global warming, but I'm pretty sure there are more effective ways to get the message across. Environmentally friendly promotional products work better in my opinion, because they're tangible objects that will stay with the user. Scuba spidey only works as long as people stop and stare.