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Iggy Pop ‘tortured’ into liking Justin Bieber in new Belgian ad campaign

Iggy Pop, the Dalai Lama and Karl Lagerfeld appear beaten in a new ad campaign for Amnesty International Belgium, which suggests that when you torture a man, they will tell you anything.

The campaign by creative agency Air shows Iggy Pop calling Justin Bieber “The future of rock ‘n’ roll”, while the Dalai Lama suggests a man who doesn’t own a Rolex is a failure and Lagerfield discusses the benefits of Hawaiian shirts.

Amnesty International Belgium director Philippe Hensmans said: “For us it was a quirky but not sloppy way to attract public attention to this tragic reality, which often happens in the greatest secrecy.”Aimed to show that “In addition to being inhumane, torture is ineffective”, the Belgian ads look to put a stop to torture.

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