I was giving my undergraduate advertising students a history lesson this week about Benetton's strategic use of controversy in their ad campaigns under Toscani almost twenty years ago. Then just yesterday they come up with a reprise of one of their most famous ads. Their 1990s image of a nun and priest kissing (you can see it on this AdAge story) http://www.ericjlyman.com/adageglobal.html won creativity awards in some countries, but was banned in Italy.
It looks as if someone from Benetton has been studying their own history too- just yesterday a splurge of media chatter rose around a new campaign which includes a picture of the Pope and and a Turkish Imam kissing. Cue Vatican outrage and thousands of free column inches on Benetton's 'new' unhate ad camapign. Job done.
Story here, courtesy of the Daily Mail (warning: the pics are not pretty) http://www.dailymail.co.uk/news/article-2062423/Benetton-kiss-advert-Vatican-slams-unhate-campaign-showing-Pope-Benedict-kissing-imam.html?ito=feeds-newsxml
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