Does Benetton’s New Campaign Totally Miss the Mark?

Julie Gerstein | November 16, 2011 - 3:20 pm

United Colors of Benetton made a name for itself in the ’80s and ’90s for provocative, envelope-pushing advertising that urged consumers to question their cultural assumptions and values. But that was nearly 20 years ago, and since then, Benetton has struggled to find its foothold. For their newest campaign, they collaborated with “research communication center” Fabrica on the UNHATE project, a campaign that’s designed to “combat a culture of hatred.”

Well, okay. But I’m not quite sure that showing world leaders kissing one another is the best way to address this. Howevs, I suppose it does send the message that opposing sides — South Korea and North Korea, Israel and Palestine, the U.S. and Venezuela — can get along long enough to share one lousy peck on the lips. How this is going to help sell more black cardigans, I don’t know, but good luck with that, Benetton. [Unhate]