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The Shocking History Behind Those Benetton Ads

There's been a lot of criticism online and on my local news channels about these new ads which I think is totally buggery.  People on Fifth Avenue were asked about the Obama picture and even after they were told that the purpose was to promote peace, they dismissed it as disrepectful -  huh??  The news anchor chimmed in 'wait a second, I'm confused - don't they sell dresses or something, where are the skirts?  The holiday shopping season is coming, right Darlene?'- blah, blah, blah.  The images aren't about selling clothes- they're about inspiring dialogue.  They're also flawlessly executed and visually stunning.  Why in the world would a campaign titled "UNHATE" be met with such disdain and skepticism?   I guess people don't like to be confronted with the elephant in the room as the say.  Bravo Benetton and Thank You.  Oh - and just in case you were wondering, there aren't any clothes to see here.

Eric

Nov 20, 2011 at 9:37am | 8 comments

  • President Barack Obama locks lips with China's Hu Jintao in a Benetton ad.  The company debuted their "Unhate" campaign this week.

  • Some have denounced the photo for its historical connotations when Black women, during slavery, were often required to become caretakers for White children.   I think it champians racial harmony.

  • In 1984 with the launch of the ‘All the Colours of the World’ campaign spotlighting groups of young people of different colour and race. The campaign sparked a heated racial debate in South Africa with sections of the ‘white’ media refusing to use Benetton images showing black and white children together.

  • One of my favorites.

  • The Pope smooching Egyptian Grand Imam Ahmed el-Tayyeb.  The Vatican actually were able to pressure the company to take down the ads throughtout Europe.  Now that's powerful and so wierd to me.

  • This photo of AIDS activist David Kirby was taken in his room in the Ohio State Hospital in May 1990, with his father, sister and niece at his bedside.  Benetton used the image in 1991.  Photographer: Therese Frare

  • Miscegenation laws remained in the U.S. until 1967, and in South Africa, The Prohibition of Mixed Marriages Act wasn’t repealed until 1985 - 1985!   Symbolism in art usually not my thing - generally it's too easy, and often way too cheeky.  The Benetton campaigns make me want to look at them, continue to look at them and think about them.

  • Multi-colored condoms arranged like the Olympic rings.  Sex Education in the US is still lagging as is the accessibility to condoms in some Aids ravaged countries.

  • Oliviero Toscani, the Italian photographer who has created Benetton's advertising since 1984, said to The New York Times, "We are a little bit in advance of everyone," said Mr. Toscani, 4 "not by what we say, but by using advertising as communication" on a broad range of social, political and environmental issues. "I have found out that advertising is the richest and most powerful medium existing today," he added, "so I feel responsible to do more than to say, 'Our sweater is pretty.' "