Unhate or Hate?

 United Colors Of Benetton-Unhate Campaign

"Advertising is a valuable economic factor because it is the cheapest way of selling goods, particularly if the goods are worthless"

-Sinclair Lewis



Campaign overview

The campaign termed ” Unhate” shows world’s top leaders kissing each other. These are the people in power and are the decision maker’s for the world. The message of the campaign — people of different race, orientation,and creed should not hate each other. Benetton has formed The Unhate Foundation, which promotes closeness between cultures, races, and religions, and brings topical hate issues to the attention of the mainstream public.


Criticism

I understand the concern of United colours of Benetton trying to promote closeness between different religions, but I don’t understand is what any of this has to do with Benetton clothing, and why they chose images of kissing world leaders to promote equality. Clothes are a form of expression and they range from bold and sexual to the light and cheesy and they usually try to convey a meaning, which the buyers want to obtain. But I think United colours of Benetton wanted to be an exception to the rule.

Using pictures of respected, esteemed personalities and degrading them by showing them kissing each other is demeaning and gross not only to the nation but for such honorable person just to promote equality, which isn’t even connected to the brand.

I personally wouldn’t like to buy a brand where in my nation’s president is humiliated and is made a joke of, in the name of advertising. I don’t think United colours of Benetton inspired equality in any sense rather it just deters buyers. For example, the issues created after the Pope-Imam kiss, United colours is definitely not considered as a brand who keeps others sentiments in mind. The idea is simple: Unhate. But the way it has been communicated is what makes it compelling. Even if the presidents/ distinguished personalities wearing United colors of Benetton were shown in the print ads, it would have had made sense. I feel united colors of Benetton is made for common man, I don’t understand how effective it is to use pope’s/presidents to advertise clothes( which are not even shown in the print ads)


According to Benetton “These are symbolic images of reconciliation – with a touch of ironic hope and constructive provocation – to stimulate reflection on how politics, faith and ideas, even when they are divergent and mutually opposed, must still lead to dialogue and mediation.”

I personally feel, it is unacceptable' manipulation that sentiments of the nation’s people.It shows a lack of respect for the world leaders. There are fundamental belief differences between some of those pictured above. Bad ideas should fail; good ideas should win. No kiss will help a person dying in a North Korean concentration camp.

The Digital Strategy offends the The Kiss wall, Unhate campaign, has the option of user-generated content on its website. Here viewers can upload, say, images of a dog and a
cat, and then see the two animals tenderly kissing, symbolizing the end of the big fight going on since years.

Law

There is no law which states that these ads are illegal. But the ads are expected to be of a particular standard, and shouldn't be disrespectful to any caste, creed or religion. It should extend some amount of respect for its presidents, popes and ministers.Such disgraceful ads don't inculcate any 'unhate' spirit rather it created controversy and agony.Images were unfurled in Milan, New York, Paris, Tel Aviv and Rome, but a large banner of the image has been removed from a spot near the Vatican. But it has been active in other parts of the world.

Conclusion

Is kissing the only way to promote equality? Isn’t there a decent way to do the same? Or they just wanted to make a campaign, which is controversial and creepy? "As a company they are more likely to lose customers promoting imagery like this instead of investing in strategies that might make a difference. Pity a company that chooses to make themselves look ridiculous instead of creating powerful imagery that embeds it's message and truly
changes lives.

People see such things and they keep shut. Its really time to react and tell the advertisers that we are not fools who would entertain such disrespect and stupidity to create publicity for their brand.