The Italian textile group Benetton managed to shock the world again with a campaign that Unhate named something like "no hate" which uses fake photos that appear in several world political leaders kissing. But this time, the straw that broke the camel's back was the digital image of Pope Benedict XVI and the Sunni imam of the Egyptian university Al-Azhar, Ahmed el Tayyeb.Vatican Protests were such as Benetton decided to withdraw from the campaign launched yesterday morning from Paris. Installed a giant poster also removed a few yards from St. Peter's Square."The kiss is the most universal symbol of love," argued the Italian company to unveil the new ad campaign, part, he says, a "draft notice" baptized "Unhate" something like "no hate" or campaign against the culture of hatred.The images show U.S. President Barack Obama Hugo Chavez kissing even a hair. Also does it with his Chinese counterpart, Hu Jintao, and style of the iconic kiss between Soviet leader
The campaign was presented yesterday in Paris by the executive vice president of Benetton, Alessandro Benetton, who said that world leaders are portrayed is just "a simplification to get the message." Benetton later said the company regretted that "the use of the image of the pope and the magnet has hurt the sensibilities of the faithful. Confirming our feelings, we have decided with immediate effect to remove this image.""At this moment in history, so full of great social upheaval and equally high expectations, we have decided, through the campaign to give a spotlight on an ideal notion of tolerance and invite the citizens of all countries to reflect on how the Fear arises particularly hate the "other" and what is unfamiliar, "Benetton justified his initiative.It is not the first time that the Italian company causes controversy with one of his campaigns. In fact, even the reason, a kiss is all original: One of the most talked-which also caused the wrath of the Vatican itself was launched in the early 90's, which showed a cure and a nun kissing.In view of the immediate reaction to yesterday's media images, published in numerous media such as news and not as mere publicity, the company does not go wrong in their impact, but again managed to put into question the boundaries between campaign "social" and a purely advertising.For the White House, however, no such doubt."The White House has a long policy of disapproving the president's use of the name or likeness for commercial purposes," said spokesman Eric Schultz yesterday the agency DPA.
President Obama is a media and Benetton is not the first company that used his image to sell something.You did a year ago another firm of clothing hung in Manhattan, New York, a giant poster of the president in front of the Great Wall of China, taken during his official visit a few months ago the Asian giant to promote a cover of his collection, Coincidentally, the president wore on that occasion officer.Days after the White House contact with that company, the ad was withdrawn. The question is whether this strategy can succeed with a foreign firm or a gesture, whether it comes from Washington, Jerusalem, Berlin and Seoul will only drive a furious campaign against it.The Vatican spokesman Federico Lombardi, described as "totally unacceptable" use of the image of Pope photomontage and suggested that it could take legal action against Benetton. "This is a serious lack of respect for the Pope, an offense against the feelings of the faithful and an example of how advertising violates basic norms of respect in order to attract attention through provocation," he said.