In a way this advertisement is very funny to me. Its obviously about some medical program, I guess a special treatment for spine. But the work they use…gerinc (spine) koncepció (concept) is strange. In the Hungarian language the word spine is connected with ethics and moral. Saying: He/she has a straight spine means that person is very strong morally. So for the first sight I thought this program was about how to make you more honest, straight and frank. And the name David refers to King David maybe:)
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Interesting and perhaps a bit confusing. I think your explaination works for both uses of the words.