I remember the first time I was intrigued by a Benetton ad. It was in 1998 and I was living in London. Those ads, having to do with HIV, were controversial at the time and Benetton hasn't slowed down since. Their current ad campaign shows various world leaders, some who wouldn't even be seen in the same room with each other, kissing. This is a reminder to me of how powerful advertising can be when a creative idea is done really well. Whether you appreciate the ads or not, it's hard to deny that they're effectively provocative.