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In normal times, a spot featuring a dimwit and the girlfriend of a dimwit might have limited appeal for viewers who feel they fit into neither of those categories. But the once-every-four-years World Cup is not a normal time for hundreds of millions of soccer fans around the globe, and this spot for MTV International capitalizes on that fact. (La Comunidad/La Comunidad-Summer created the campaign, set to air on MTV channels outside the U.S.) With so many people intent on watching the tournament’s month of matches, other entertainment media are apt to feel neglected.
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