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This is what our colleagues at The Globe and Mail website refer to approvingly as traffic bait. The one-minute spot features MTV Canada's Aliya-Jasmine Sovani barely keeping her goods in a bikini while strutting in slow motion past a couple of dozen bedazzled pool rats, women and men alike. Intercut among the numerous close-ups of Ms. Sovani's jiggling frontspieces is this simple white text on a black background: "You know you like them. Now it's time to save the boobs."

The spot is a PSA for Boobyball, an annual fundraiser for breast cancer taking place this year on Oct. 2. Since being posted online a couple of weeks ago, the spot has scored more than 600,000 views at various sites, to a generally favourable reception, but on Wednesday, Good Morning America took time out from covering the UN General Assembly to tsk-tsk over the ta-tas. "Do shock ads work?" they asked, with the reporter Andrea Canning hitting the streets of New York with a laptop computer to gin up outrage among passersby over the Boobyball spot.

We'd just like to point out that, when we watched the Good Morning America report on ABC.com, it was preceded by an ad for KY Intense, "the only arousal gel scientifically proven to increase female satisfaction." Honestly, we couldn't make this stuff up.

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About the Author
Senior Media Writer

Simon Houpt is the Globe and Mail's senior media writer, charged with covering the industry's transformation. He began his career with The Globe in 1999 as the paper's New York arts correspondent, covering the cultural life of that city through Canadian eyes. More

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