United Colors of Benetton, an upscale Italian clothing line, took their typically controversial marketing back to the streets in November with billboard ads featuring world leaders – including President Obama and the Pope – kissing other leaders on the mouth in so-called “support” of their new Unhate Foundation. The photoshopped images quickly caused outrage from the Vatican, and drummed up a weak apology from Benetton spokespeople, who reportedly pulled the ad featuring the Pope within 24 hours of the campaign’s launch. On the flip side, showing that they don’t plan to go down without a fight, Benetton unveiled an additional billboard in Tel Aviv last week featuring the Israeli Prime Minister puckering up with long-time enemy and president of neighboring Palestine, Mahmoud Abbas.
According to their website, Benetton’s Unhate Foundation “Seeks to contribute to the creation of a new culture of tolerance, to combat hatred, building on Benetton’s underpinning values”. The foundation’s website boasts future plans of a Global Unhate Day, and a giant “Unhate Dove” fabricated entirely out of recycled war bullets.
While taking on all of the hatred in the world could certainly do us all a little good and the campaign is sparking conversation around the globe, Benetton’s commitment to making a legitimate impact is a steep goal. Sure, they’re doing an excellent job of creating (both positive and negative) buzz about their brand and potentially even enticing consumers to purchase their exceedingly pricey clothing, but it is safe to say that a bunch of unorthodox ads will likely fall short of creating world peace. Consumers are looking for causes where their contributions may have a real effect on a final outcome. Knowing the amount of press and simple word of mouth viral activity the ads have created in a matter of weeks, it will be interesting to see how Benetton’s campaign to change the world plays out over the next several months.
