Benetton Promotes Tolerance But Raises Eyebrows With Unhate Campaign [Pics]
The clothing retailer returns to shock advertising.
United Colors of Benetton is no newcomer to shockvertising, where the advertiser deliberately aims to provoke and infuriate people. Many recall the work Benetton did in the 90’s with Italian fashion photographer Oliviero Toscani where their campaign addressed AIDS, racism, animal rights, and environmental issues.
In their latest campaign, the clothing retailer’s set up a site/foundation and built buzz by disseminating 6 images of political leaders locking lips. These images have become the focus of mainstream media as well as the blogosphere, most of which completely ignore the larger brand statement that Benetton is making.