Benetton
For years now The United Colours of Benetton has been running shock advertising campaigns. Many of us remember the confronting images of AIDS victims that formed part of their early ‘90s campaigns. And some may remember their 2003 food-for-life campaign, depicting the different effects of famine on people from various African nations.
According their former head of advertising, Oliviero Toscani, the ads are intended to “promote peace, tolerance, multiculturalism and to challenge stereotypes”. However, their latest advertising campaign - which irresponsibly insults Muslim moral sensibilities - has revealed Benetton’s real motives. Benetton has just been exploiting the latte set’s vague commitment to world peace, using it to sell their products.
They don’t care about peace and tolerance. Indeed, they don’t care whether they provoke violent reactions from extremist groups. The bottom line of these buggers is selling jeans and knickers.
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