‘Unhate it’ Campaign-The campaign that featured the prominent political and religious leaders kissing each other is one more addition to the series of controversial ad’s from Benetton. Whether it is German Chancellor Angela Merkel kissing French President Nicolas Sarkozy, President Barack Obama pecking his Chinese counterpart Hu Jintao, or Pope Benedict XVI smooching Egyptian Imam Benetton has clearly created a disruption.
The campaign finds leaders from opposite sides of the political and religious divide kissing each other, with the underlying message of peace. What we find out is hate it, 'Unhate it', but you cannot ignore it and Benetton really scored a home run here…………
2 comments:
I'd done a case study on benetton's advertising once and what I'd hypothesized was that they use something called shock advertising. It's to cause a 'disruption' to break away from the clutter and stick out in consumer's mind longer. The only downturn to that is that your brand gets overlooked, it becomes about the creative, and not about what the creative is promoting!
Interesting ..
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