Benetton’s ‘Unhate’ Campaign

Benetton's 'Unhate' Campaign

This is an ad from the United Colors of Benetton’s ‘Unhate’ Campaign. The reason for Benetton’s choice of such advertisement for their clothing brand was that it stood out, it could not be ignored, opinions could differ but it could not be ignored. This ad series earned several awards such as the Cannes Ad Festival Award. The ad campaign, however, has not always garnered positive reviews, many people have also shut down this campaign.

What is your opinion on this ad campaign? Was it necessary for the clothing brand to use such a controversial image? Is there any sort of overreaching by the clothing brand to use such ideology in order to promote their brand?


5 thoughts on “Benetton’s ‘Unhate’ Campaign”

  1. I do not believe it was necessary for the clothing brand to use an image that would be this controversial, but I believe they received the reaction they wanted from their audience. This picture is going to garner more attention than almost any other people they could choose to use in the ad. I do believe they overreached, but clearly that is what they were attempting to do.

  2. I very much like the way that Benetton displayed their ‘Unhate’ campaign in this image. It display’s the idea of non-discrimination on a variety of issues such as LGBT right’s and racial equality. If it wasn’t as controversial then it wouldn’t have gotten this much attention and their campaign may not have had as much success.

  3. I don’t think it is necessary for Benetton to display such controversial campaign. They will end up paying for the consequence. It is indeed outstanding and attract people’s attention but the advertisement did not focus on what an clothing brand should focus on.

  4. This provocative image of world leaders embracing in a lip-lock undoubtedly sends a strong and controversial message, one which is similar to the strength and controversy of the topics it is depicting: global love and tolerance for homosexuality. I find it interesting that the creator of this advertisement chose to blur the background, making the two kissing leaders even more prominent in the image. Furthermore, the background of the image is a crowd of people but, even blurred, it does not seem as if these people are paying much attention to the kiss. Perhaps the creator is depicting the crowd’s tolerance? This is quite a contrast from the reaction that the ad’s audience likely had. Although I respect Benetton’s bold and untraditional advertisement, I do not agree that leaders should have been used for commercial purposes. I also respect, but do not quite understand, how this ad markets Benetton as a merchandise company. Benetton, however, is not concerned with whether or not the ad’s audience agrees or disagrees with their ad. They just want it to be noticed– and it is impossible to not notice it. In this sense, their advertisement is a success.

  5. I think this campaign strategy was a bold and interesting move from the United Colors of Benetton. While the image supports messages of tolerance and togetherness, which are messages viewed positively by many, there seems to be none of the brand’s clothing being advertised, raising questions as to the exact motives behind these images. I think many young people willl appreciate this image for the shock value and the more progressive themes, but there are also global consequences to consider when procuding images of world leaders embracing in controversial ways. When thinking about the brandname “United Colors of Benetton” within the context of this picture, my mind immediately goes to the rainbow (symbol of LGBT pride) and the message of “unhate” which promotes people uniting despite differences. Additionally, the picture could be playing off the racial differences of the two men in regards to the brand name, “United Colors of Benetton”.

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