Ten billboards around Springfield carried the advertisement. Forty-eight hours after the first complaint, they were all down.

Some people who worked right under one of the billboards say it unfairly stereotyped African-Americans. The people behind the ad stand by their message, however.

When your eyes meet the eyes of the people in the billboards, the advertisers hope you'll realize that guns end lives and tear apart families. But, while some saw the message, others saw the skin tone.

"I understand guns being a problem in the world as a whole. But it just doesn't (only) hit black families,” said business owner Rock Hagens. "It just was a racial remark to me."

The ad, sitting high above Hagens' store, left him feeling uncomfortable.

"I called Lamar Advertising and asked them about it,” he said. “He understood and he apologized to me and he said they'd be removed this morning."

And all 10 in Springfield were removed, 48 hours after the glue first dried.

"I was glad that it left in a hurry,” said Hagens.

The owner of a military store down the street also feels relieved.

"Great message; everyone knows there's a lot of gun crime. But to point it at one ethnic group is just -- any color can pull a trigger,” said Ron Leverenz.

The movement behind the ad feels misinterpreted.

"It's certainly not meant as a racial message,” said Susan Jacobsen, a representative of The Ad Council, in a telephone interview from Washington, D.C.

The Ad County believes says it's part of its Safe Neighborhoods campaign.

"The one that you're referencing is just one of seven different executions of this campaign that includes a variety of different ethnicities,” said Jacobsen.

That’s why Jacobsen says they won't pull the national ad. Those unhappy with it say at least it's out of downtown.

"This is where we want to draw people, not chase them away saying, ‘Watch out for that gun,’” said Leverenz.

But the Ad Council says the message maybe should be there.

"They're created to raise awareness and inspire positive action, and ultimately to save lives,” said Jacobsen.