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This Word of Mouth Against HIV spot from Agency.com in Italy has a fair share of detractors. Some find it disturbing or disgusting. Indeed, the close-up of a guy slowly sticking out his latex-sheathed tongue, then drawing it back inside his mouth, is unsettling, especially with that mid-tempo piano accompaniment. Onscreen text reads: "Protect the people you love. Use it. Say it. Spread the word." Before word can spread in a meaningful way (about anything, really), emotions must be stirred—and being provocative, even potentially offensive, can help.
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