Benneton's campaign stired up some controversy when they released their unhate campaign depicting various male world heads locking lips. It resulted in the Vatican threatening to take legal action, and the US to make a valid claim of the President not to be used for commercial value.
"While global love is still a utopia, albeit a worthy one, the invitation ‘not to hate’, to combat the ‘culture of hatred’, is an ambitious but realistic objective. At this moment in history, so full of major upheavals and equally large hopes, we have decided, through this campaign, to give widespread visibility to an ideal notion of tolerance and invite the citizens of every country to reflect on how hatred arises particularly from fear of ‘the other’ and of what is unfamiliar to us. Ours is a universal campaign, using instruments such as the internet, the world of social media, and artistic imagination, and it is unique, in that it calls the citizens of the world to action. At the same time, it fits perfectly with the values and history of Benetton, which chooses social issues and actively promotes humanitarian causes that could not otherwise have been communicated on a global scale, and in doing so has given a sense and a value to its brand, building a lasting dialogue with the people of the world.”
Pope Benedict XVI kissing Egyptian cleric Sheikh Ahmed Mohamed El-Tayeb
Israeli Prime Minister Benjamin Netanyahu, right, kissing Palestinian Authority President Mahmoud Abbas.
US President, Barack Obama and Venezuala's Leader Hugo Chavez
What say? Do you think Bennetton has taken it too far, and gone too comercial? Or are they really striving for change?