Media texts are exponentially displayed in physical and virtual public spaces and their impact on humanity is unimaginable. Teachers of all fields face the challenge and the responsibility to educate sensitive humans able to critically consume or produce media messages. English language teachers are no exception. In this paper, the author describes a qualitative research study exploring how a group of Colombian pre-service English teachers developed critical awareness of media as they deconstructed advertisements displayed in the public spaces of their rather rural communities. Findings, conclusions, implications for teacher education, and new questions for further research are presented.