United Colors of Benetton, the Italian retailer known more for its controversial ads throughout the ‘80s and ’90s than its multicoloured knits, is trying to get back on the radar by doing what they know best—shock advertising.
Their newest ads, part of their new Unhate campaign, features famous political figures making out, including Barack Obama kissing Chinese leader Hu Jinato and the Pope locking lips with Egyptian imam Mohamed Ahmed el-Tayeb. It’s rumoured that Oliviero Toscani, the brainchild behind their past controversial campaigns—some of which include a photo of a baby with its umbilical cord still attached (incidentally the most complained about ad in history) and a priest kissing a nun—is behind the new ads.
It’s being reported that the ads are part of a three-fold plan to relaunch the Benetton brand, in hopes that the retailer will become relevant again. Sure, the ads are creating buzz, but will they work to boost Benetton’s sales in a market that includes fast-fashion giants H&M and Zara? The odds are against them if their clothes continue to be lackluster. Read more »
