The latest Forward Rebels ad is all text, no photo.

It doesn't take on Pete Boone or Dan Jones but instead is a letter addressed to the Ole Miss family, and it explains the purpose of the continuing campaign.

The ad is headlined, “Why we did it.”

The headline is in past tense, which could be interpreted to mean the ad campaign is complete, though today's ad doesn't state that.

Summarizing today's ad:

It says anonymity for the group is important, because the group didn't want the campaign to be about its “personal biographies.” It says many who are a part of the group feared “reprisals” from the administration. The group also says it will eventually reveal its identities.

Regarding Boone it asks the questions: What qualifications led to his hire in 1995 and his re-hire in 2002? How much has Boone's record cost Ole Miss in recruitment, revenue and reputation? How much money has Boone's continued employment cost Ole Miss? How many fans and donors have pledged to withhold support as long as Boone is employed?

The ad says the chancellor, Jones, attacked the group first and hints that's what prompted the Jones ad. It says Jones' actions have been an “attack” on free speech.

The group says it has engaged in the campaign, because it has a duty to question highly paid public officials.

The anonymous newspaper ad campaign began only after other options to be heard were exhausted, the ad says. “Wealthy donors approached Ole Miss leadership and were ignored. One group of over 200 Ole Miss fans tried and was rebuffed,” it says.