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By Published on .

AIDES 'Sugar Baby Love'
AIDES 'Sugar Baby Love'
As one of our esteemed AdCritic commentators quipped about this spot, "F-ing brilliant."

Both of those words, individually and in combo figure prominently in this follow up to last year's Cannes-winning anti-AIDS effort from the Lions magnets over at TBWA/Paris. It's the same raw 'n tender coming of, um, age story but this time it's boys only. Wilfred Brimo is on hand again to deliver a gorgeous, absorbing tale with more than a handful of beautiful little touches.

The piece dares to show the pleasures and perils of sexual exploration and the end result is sophisticated, cheeky, emotionally affecting, and, as other commentator noted, just plain "delicious."
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