TREVISO, ITALY (BDCi) – Popular Italian clothing label Benetton revealed its new “Unhate” ad campaign today and its marketing strategy is unique to say the least.
USA Today reports that the campaign’s fake yet convincing photos of world leaders include our own President Obama mouth-to-mouth with China’s Hu Jintao. The new campaign comes as an attempt to revive Benetton’s social message, coincidentally when the Occupy Wall Street movement has consumers with social action on their minds.
Whether or not the ads are legal is still to be decided but Benetton stands to lose little. Politicians, unlike showbiz stars, hardly ever take serious action in situations like this.
Executive deputy chairman of Benetton Alessandro Benetton says he has yet to hear from the White House. He says, “the campaign shows that we need to have courage to not hate others.”
Other notable ad “models” include the Israeli and Palestinian Ministers, also locking lips.
By: Diego Díaz Source: USA Today Photo: USA Today 17 November 2011
8:25 a.m. P.D.T.