Imagine strolling down the street past the stores and coming upon this Benetton ad–
Benetton’s new UNHATE ad campaign features (photoshopped) Obama and Hu Jintao locking lips. If I recall, Benetton doesn’t sell blazers and oxford shirts. They sell colorful sweaters. So why feature Obama and Hu Jintao? Where is the focus of this campaign?
The ads feature North Korea-South Korean leaders and even one of the Pope with the Egyptian imam Mohamed Ahmed el-Tayeb. Why bring in the Pope? Benetton overstepped a line here, as these ads reek of sensationalism over content. In my mind, I’m re-throwing out the Benetton sweater I had in 6th grade.
Unless! Unless Benetton takes it down a notch and features tennis stars. What other sport is as global and non-offensive as tennis? Even if the latest version of Photoshop crashes at the sight of Fer and Feli together, I’m sure there are other non-combustible pairings that can be explored. Past rivals, future friends: Indo-Pak Express, Fedal, Bolgomoddick, Nishiksonga, DelPandian, the list goes on and on. The best part? Fed likes his kisses.
Doesn’t that seem like a more sensible approach for Benetton? Instead of oversimplifying complex political and religious issues with a baffling series of photos, keep the fun alive and play up the drama of sport, which is a fair and appropriate target for a clothing brand.