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Finnish probiotics brand Gefilus is so good at building up healthy bacteria in your gut—thereby strengthening your immune system—that you could lick a pay phone in Moscow and not get sick.
That's the rough premise of a 22-minute (!) ad from dairy conglomerate Valio.
To illustrate the effectiveness of its product, the marketer hired travel television host Ian Wright, known for his willingness to eat just about anything, to bounce around the globe with a germ-measuring meter.
Along the way, he slides his tongue across the filthiest surfaces he can find while maintaining a steady Gefilus diet to boost his body's internal defenses.
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