Benetton Unhate Campaign

Benetton known for its unorthodox marketing & advertising strategies has launched a new Global ad campaign called Unhate, featuring a series of photos of world’s leading political and religious leaders kissing. The campaign has already generated a lot of controversy & even Vatican has criticised the advt. one of the photos shows Pope Benedict XVI locking lips with Egypt’s Ahmed el Tayyeb, imam of the Al-Azhar Mosque in Cairo. Other photos include Barack Obama and Chinese leader Hu Jintao, the Palestinian president Mahmoud Abbas and the Israeli prime minister Benjamin Netanyahu. Some of the earlier Benetton’s campaign include an AIDS afflicted man on his deathbed, a black woman breast-feeding a white baby & a priest kissing a nun. Even though there are scores of photoshopped images on the net, in this case, the advt is from a leading luxury clothier & this has resulted in quite a debate about how far can an advertisement go.