Rikh's Blog

An article on the 17th of November 2011 caught my attention for its politically provocative images. The company United Colours of Benetton which is an Italian clothing retailer is no stranger to using shocking and eye opening ad campaigns. In their photos they made a contrast of various political and religious figures kiss to bring out the point of reconciliation and peace. Fortunately or unfortunately certain images from the ads were removed due to a uproar from the dignitaries themselves.

I personally feel that this is a good ad campaign as it does not comply to the more traditional ways of marketing. The company is fond of associating its brand image to creating a better world i.e. bringing about social awareness about issues such as AIDS and war. I do agree that the images is too liberal for my liking but it did get the attention and creating debates and discussion about the ad campaign itself which is a effective way of creating the social awareness the company wishes to incorporate. Besides the corporate social responsibility of the company, this campaign is an effective way for Benetton to market its products. People who can relate to their cause would buy their products even more now just to make a statement.

Controversial: This mocked-up image of the Pope embracing Ahmed Mohamed el-Tayeb as part of Benetton's new advertising campaign has been called 'totally unacceptable' by the Vatican Read more: http://www.dailymail.co.uk/news/article-2062423/Benetton-Unhate-advert-Pope-kissing-imam-withdrawn-Vatican-calls-disrespectful.html#ixzz1e2Ubzkfj

Combating hatred: Benetton hope the controversial images will help create tolerance around the world. This picture shows China's leader Hu Jintao and Barack Obama Read more: http://www.dailymail.co.uk/news/article-2062423/Benetton-Unhate-advert-Pope-kissing-imam-withdrawn-Vatican-calls-disrespectful.html#ixzz1e2VBGTmZ

Enemies: North Korean leader Kim Jong-il and Lee Myung-bak, President of South Korea, are unlikely to be keen on this picture Read more: http://www.dailymail.co.uk/news/article-2062423/Benetton-Unhate-advert-Pope-kissing-imam-withdrawn-Vatican-calls-disrespectful.html#ixzz1e2VNuMBd

Attention: People look at a Benetton clothing store window in Paris which is covered by posters as part of its new provocative campaign Read more: http://www.dailymail.co.uk/news/article-2062423/Benetton-Unhate-advert-Pope-kissing-imam-withdrawn-Vatican-calls-disrespectful.html#ixzz1e2VZAQMG

Link: (http://www.dailymail.co.uk/news/article-2062423/Benetton-Unhate-advert-Pope-kissing-imam-withdrawn-Vatican-calls-disrespectful.html)