Benetton or Bust

Most of the population has seen these ads already, even though the Vatican has put pressure to remove the ad campaign from the public eye immediately.  Can you blame them?  It seems to me that Benetton has pushed the limits for even then.  In my opinion this feels like a direct attack on all the big leaders of our world, with a hidden agenda that has nothing to do with spreading world peace.  Is this really an “unhate” campaign? when it just stimulates anger and controversy?  And what blatant disrespect to our world leaders, whether you like them or not to me this just portrays them as the jokers of the world.  It would have been a great campaign had the models consented to be photographed and publicized this way.  Gotta give major props to their graphic designer’s Photoshop skills.

The question that I’m posed with is whether Benetton’s success is actually based on their clothes and their product or in fact their ability to create controversial ads that piss people off.  It may be good marketing when you get people to stand up and notice but how many people actually connect with their brand based on the product they deliver?

What exactly are the values of Benetton’s brand anyways? I’d be curious to know given the history of their past ads.

But! they are getting people to write about them, and talk about them and the biggest leaders of the world are responding (with threats of law suits) but whether positive or negative you can’t deny that, that’s good marketing!

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