Benetton’s latest advertising campaign has caused shock around the globe due to the controversial images used. The campaign uses computer generated images of world leaders kissing each other.
Benetton said “the profound and humane concept of tolerance sums up the principles inspiring the unhate campaign which we have created with the aim of contrasting the culture of hatred and promoting closeness between peoples, faiths, cultures, and the peaceful understanding of each other’s motivations, using a global call to action and the latest communication tools.”
The Vatican was one of many organisations outraged by the pictures that the clothing company used in its advertising, denouncing them as an unacceptable provocation. The company withdrew the picture of the Pope kissing a senior imam a day after the campaign was launched.
But this is not the first time that Benetton has pushed the boundaries when it comes to its campaigns. It has tackled issues like equality between races, HIV Aids and domestic violence.
The advertisements use stark and graphic images to show the importance of the issue at hand but some think that sometimes they have gone too far, such as the picture taken of a child minutes after it was born.
Whatever way you look at the approach Benetton takes to advertising its clothing brand and whether you believe it’s just a publicity stunt or if the company actually believe in the issues at hand you have to admit it works.
By Patricia Rice Images: