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So … this is disturbing. In a new PSA from the Cancer Society of Finland, a mother-to-be prepares all sorts of extremely cringe-inducing ways for her baby to kill itself (or at least be grievously wounded).
The message, of course, is that smoking during pregnancy can turn a mother into "her baby's worst enemy." But can a spot like this really win hearts and minds while showing such unnerving and over-the-top images?
It reminds me of when torture-porn filmmakers like Hostel's Eli Roth defend their work as social commentary.