Benetton…. Sparks Fly

18 Nov

Wish I was at this campaign presentation

Benetton has been old news forever, this ad campaign has put them front and center again. Controversy is always the best way to make headlines and go viral. Viral they are, for sure. If you have any doubts that you cannot make a difference or send a message loud and clear to the powers that be, check this out.. Both the White House and the Vatican made it clear that they are “not pleased ” with these latest vid releases. The Italian ad agency Fabrica is the culprit. The subject of the video campaign is “precarious balance and complex interweaving between the drive to hate and the reasons to love”

The campaign is backed by the company’s new Unhate Foundation, which seeks to contribute to the creation of a new tolerance and make a significant impact on the international community.It calls the citizens of the world to action.”

The initial launch has a great interactive angle. On the Unhate microsite, users are invited to add their own messages of “unhate” by posting to a list facilitated via Twitter, for instance. “Global love might be a utopian dream, but global unhate is maybe something we can hope for. If you haven’t yet seen the kissing leaders, click hereto see US President Barack Obama and Venezuela’s Hugo Chavez; Israeli Prime Minister Benjamin Netanyahu and Palestinian President Mahmoud Abbas; North Korean leader Kim Jong Il and South Korean President Lee Myung-bak; German Chancellor Angela Merkel and French president Nicolas Sarkozy, and Obama again with China’s Hu Jintao. This is one hell of an effective statement.

There was also a shot of of Pope Benedict XVI kissing a senior Egyptian imam, Sheik Ahmed el-Tayeb of Cairo’s al-Azhar institute, the pre-eminent theological school of Sunni Islam, but it was withdrawn after being denounced as unacceptable provocation by the Vatican. The producers are Italian after all. This sort of creativity excites me to no end. It has everything, controversy, social relevance, and unheard of exposure for Benetton. Talk about getting your “bang for your buck’ out of advertising dollars.

It’s all over You Tube


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