Benetton’s Latest Controversial Unhate Ads Has the Vatican Taking Action
Posted by jcashmanBenetton has always been known for its controversial advertisements that tend to push buttons. Their latest campaign is no different, making several people raise their eyebrows at the billboards that show President Barack Obama in a lip lock with China’s President Hu Jintao.
Benetton said the photos of political and religious leaders kissing were “symbolic images of reconciliation — with a touch of ironic hope and constructive provocation — to stimulate reflection on how politics, faith and ideas, when they are divergent and mutually opposed, must still lead to dialogue and mediation.”
Benetton had to pull another ad that showed Pope Benedict XVI and Dr. Ahmed al Tayyeb, the grand sheikh of Cairo’s Al Azhar Mosque kissing after the Vatican complained. Another digitally altered advertisement shows President Barack Obama making out with Venezuelan President Hugo. Hell might freeze over before the world would actually see North Korean leader Kim Jong Il and South Korean President Lee Myung Bak kissing, but with a little help from photoshop United Colors of Benetton made it happen.
“We want to reaffirm the value of the brand. We are going back to the tradition of [Benetton] and will make the most of this. But we are reconciling the past with the future. At this time, when something bad is happening in the world, we want to focus people’s eyes on the positives. This campaign is about reconciliation and acceptance,” the head of the company and son of the founder, Alessandro Benetton, told The Independent newspaper.
Benetton created the Unhate Foundation as a way to contribute to the creation of a new culture of tolerance, to combat hatred and build on Benetton’s underpinning values, according to the Unhate Foundation’s website. Besides making world leaders make out, the foundation also has set up a “kiss wall” on Facebook that lets people upload their own kiss photos.
Benetton said the photos of political and religious leaders kissing were “symbolic images of reconciliation — with a touch of ironic hope and constructive provocation — to stimulate reflection on how politics, faith and ideas, when they are divergent and mutually opposed, must still lead to dialogue and mediation.”
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Posted by jcashman
on Nov 18 2011. Filed under Featured - For home page featured article, General.
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