Clothing brand and provocation enthusiast, Benetton, has revealed a new advertising campaign called “UNHATE“ that depicts digitally altered images of world leaders kissing on the mouth. Among the various unlikely lip-locked couplings includes Pope Benedict XVI and Egyptian Muslim imam Sheik Ahmed el-Tayeb (image above).
In a statement Benetton explained the campaign’s aim which is to combat “the culture of hatred and promoting closeness between peoples, faiths, cultures, and the peaceful understanding of each other’s motivations”, and the images were chosen to symbolise (quite effectively) the ‘UNHATE’ concept. Ironically, The Vatican HATEd the idea, so much that it threatened Benetton with legal action to prevent distribution of the image.
The Vatican released a statement calling out the photo in question as “offensive not only to the dignity of the Pope and the Catholic Church, but also to the sensibilities of believers.” Especially because it makes the Pope look a little gay.
One issue with the campaign is that, while directly linked to a clear and meaningful rationale, the advertising tactic is about creating an idea that’s overtly provocative designed with the intention to provoke – a marketing MO Benetton has employed regularly – and extremely successfully – in the past. This kind of blatant grab for negative attention seems like a bit of a cop out strategy. Benetton ultimately pulled the ad from its website, but not before receiving a shitload of international press coverage. In other words: success!
Hats must go off to the talented individual responsible for the keen Photoshop job. The Brisbane Lions design team should probably take note…
Via UK Daily Mail
