Benetton is going for shock value in its latest ad push, which shows major world leaders, including Barack Obama, Hu Jintao and Benjamin Netanyahu, kissing. And not just any old peck. It's a full head-tilted, eyes-closed sort of deep smooching. Agency is the Italian Fabrica, in partnership with MDC Partners' 72andSunny.

The ads will run in select print magazines and are also part of an outdoor campaign. There is also a "Kiss Wall" where people can upload pictures of themselves kissing and a short film about spreading love, not hate.

Check out a behind the workon the campaign.