Home > Brand Media Strategy, Branding, Creativity, Marketing > New Benetton’s campaign “Unhate” lacks creativity

New Benetton’s campaign “Unhate” lacks creativity

November 20, 2011 Leave a comment Go to comments

New Benetton’s branding campaign “Unhate”, inspired by a famous embrace between Soviet leader Leonid Brezhnev and his East German counterpart Erich Honecker, generated diversity of views (mostly negative) across media and has upset the Vatican and the White House.

Posters feature digitally manipulated images of world leaders locked in amorous embrace. President Barack Obama and Venezuela’s Hugo Chavez, Israeli Prime Minister Benjamin Netanyahu and Palestinian President Mahmoud Abbas, and North Korean leader Kim Jong Il and South Korean President Lee Myung-bak. The images promote Benetton’s newly formed Unhate Foundation.

“It means not hating,” Alessandro Benetton, deputy chairman of Benetton Group SpA, told the Wall Street Journal. “In a moment of darkness, with the financial crisis, what’s going on in North African countries, in Athens, this is an attitude we can all embrace that can have positive energy.”

This is not new from Benetton, of course. It is something we expect from Benetton. However, this time the shock value of the images is below Benetton’s standard set by Oliviero Toscani’s artistic photos in the eighties and nineties when Benetton became a generator of social consciousness.

This time images created by “Fabrica” are merely photoshop montages and Benetton’s campaign risks to be seen as calculated marketing puff without substance which can eventually damage one of the most valued brand characteristics – authenticity.

According to reports Benetton has not asked the leaders involved for permission.

  1. November 21, 2011 at 1:37 am

    Great post today thanks. I really enjoyed reading it very much. You have an excellent blog here. Thanks again for sharing this.

    I recommend anyone with a good blog or website to check this out. It’s worth looking into.

    ~ Enjoy ~ Online Affiliate

    Learn to be a Top Super Affiliate Today

  2. ana moro
    November 22, 2011 at 8:16 am

    Why do we find this offensive? When I contemplated it for a bit longer, isn’t it only supposed to jolt us into thinking about our relationships?
    I agree with you: already seen, a bit tasteless, but would the same idea provoke the same response if the leaders were standing next to each other with their arms around each other’s shoulders smiling? Or maybe, simply pressing a kiss on each other’s cheeks?
    Thank you for turning our attention to the campaign and commenting it.

  1. No trackbacks yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: