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What do you think of the new Benetton ads campaign?
Is it OK to leverage popular political and religious leaders to promote a brand? It is disrespectful and should be forbidden or at least avoided, or it's OK and we should not be bothered by it?
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Benetton has a very long reputation for successfully building a brand image around controversial topics.This is not more provocative or disrespectful (to some) than others in the past...
But at least one could say that, while it is still motivated by the desire to enhance the Company and its products visibility, in the words of Benetton Group Chairman Luciano Benetton "Communication should never be commissioned from outside the company, but conceived from within its heart".
And continuing with Benetton's official position on the matter: "Benetton Group's advertising campaigns are not only a means of communication but an expression of our time. Through their universal impact, they have succeeded in attracting the attention of the public and in standing out amid the current clutter of images. The campaigns have gathered awards and acclaim worldwide; by the same token, they have aroused strong reactions - at times ferocious, at times simply curious, confirming once again that they are always a focal point of discussion and of confrontation of ideas." [source: http://www.benettongroup.com/en/whatwesay/campaigns.htm].
Also, in this case, Benetton surpassed itself creating a whole, unarguably valid and endorsable world campaign supporting the brand promotion: www.unhatefoundation.org, presented in a worldwide preview by Alessandro Benetton, Executive Deputy Chairman of Benetton Group at the Paris (France)flagship store in Boulevard Haussmann, on Wednesday 16 November in Paris.
Here the impressive video of this campaign:
Thank you Angela, this is a very interesting connection I didn't know. I guess we can not say anymore that it's based on an original idea.
It's like the 1990 poster by Hungary's Alliance of Young Democrats. The two men kissing at the top are The USSR's Leonid Brezhnev (left) and East Germany's Erich Honecker
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