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Pier Marco Tacca / Getty Images Contributor
Benetton quickly withdrew this image of Pope Benedict XVI kissing an Egyptian imam from its new ad campaign.
The latest in a long line of provocative United Colors of Benetton ads features (Photoshopped) images of world leaders – some of whom it’s hard to imagine shaking hands – making out.
If the sweater maker’s goal was to create controversy, mission accomplished. Only a few hours after unveiling it, Benetton withdrew an ad showing Pope Benedict XVI kissing a top Egyptian imam on the lips after the Vatican denounced it as an "unacceptable" provocation, The Associated Press reports.
The campaign also features President Barack Obama getting sugar from Venzuela’s president and noted D.C.-hater Hugo Chavez as well as Palestinian President Mahmoud Abbas kissing Israeli Prime Minister Benjamin Netanyahu kissing. Those images have not yet been withdrawn.
As The Wall Street Journal reports:
"For the new campaign, Benetton's in-house communication agency Fabrica doctored pictures of leaders –- without their permission."
Alessandro Benetton, sone of the company's founder, told the Journal, perhaps disingenuously, he did not expect the world leaders to complain because the ads promote a message of peace.
"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," Benetton said in a press release.
The theme is notable, if for no other reason, than it fits in with the scaled-back expectations of our times. (All you need is love? Sorry, no money for love in the budget – how about just not hate?)
Bennetton did not respond to inquiries about the campaign.
Using controversy to sell sweaters, especially in support of AIDS education or racial tolerance, is nothing new for Bennetton.
Photoblog: Benetton unveils "UNHATE" campaign
Leave a Comment:
I'm sure neither the Pope nor the Imam would mind. (personally --it's their followers who object)
Too funny. The cat is out of the bag now. I am sure a few people, just lost their minds.
Heck Catholic priest kiss young boys, so why not a man?
2, 3 deleted, chucksteaksbfalo-2065144 and Joyce-2720751 blasting 'a fag statement' and 'euro fags', respectively. Leave the antigay slurs somewhere else. You're each suspended for a day for violating #5 of the Code of Honor.
Jahmekan
I think the cat was let "out of the closet".
You just know there will be a fatwa and a stoning over this in the near future. Oh and calls for beheadings.
lol The deep-throat Pope smoochin another man.
I am not surprised, but I am sure the followers will now have to "see the light" that it's ok for men or women to be born gay.
If the Pope can deep-throat another man, then it must be a-ok now.
The problem is, no one is born gay. Get your facts straight and stop listening to the gay agenda's view of the world.
I don't think the picture of an Imam kissing the Pope will stay for to long. Knowing how Muslims react to this kind of displays, a bomb treat at the Benetton stores will make take those posters down anyway. Just remember about Mohammad cartoon. Obama kissing Chavez will stay it is lovely.
Gay agenda... Wow. Might I have left it in my purse? I'm sure my friend who's a lesbian left it in her fanny pack. Oh, I have it right here. It says "pick up dry cleaning, go grocery shopping, and feed lies to the media."
Yep, because that's what we are trying to do, trying to spill lies and take over the world. Congrats for thinking that!
Timothy1Mil
People are born gay as there are those that are born heterosexual, and those that are born ignorant.
We have gay animals that live in the wild, and no one taught them how to be gay or straight, and we humans are part of the animal chain.
Before making comments (people aren't born gay), people really need to do some research before shoving their foot in their mouths and go to a real school for an education other than Sunday School, and then thinking that they are educated.
People are bor gay as there are those that are born ignorant.
Arieus,
Don't bother, you are relying on SCIENCE. Timothy is relying on what his preacher says. Believers believe, non-believers research.
stupid you.......why do you think God Created man and Woman?Its like you are telling God that what he did was wrong....There is no such a thing that one is born guy.Read the Bible Genesis to Revelation.
So are you saying that if no one's born gay, you yourself could imagine yourself with someone of the same sex?
i've read the bible. cover to cover. three different versions of it (new international, king james, tisdale). boring. as. hell. and largely uninformative on most issues that modern science and philosophy have thoroughly dealt with. we know so much more than the barbarians who cobbled the bible together over the course of centuries, edited it by committee, and then forced it into the lives of millions.
now on to this gay thing. human sexuality is not a matter of choice. it is a matter of brain chemistry and hormones. is there anything in your bible about brain chemistry or hormones? no, there isn't. there's a lot of nonsense about how to properly slaughter sacrificial animals and butcher neighbors that disagree with you, but nothing on how the human brain and body work. that said, scientists have pretty conclusively determined that people are born heterosexual or homosexual. people do not decide the gender to which they are attracted.
put your bigotry on a shelf somewhere, at least long enough to have a real conversation.
I guess when you are trying to sell crap clothes you need the controversy to get attention. They must be selling this line of clothing at walmart.
No that's the Chinese selling clothes at Walmart not Europeans. And you're the one who buys those clothes.
If it was a real image, I don't think it would matter. But the fact that the images are photoshopped makes it a lie = false advertising. Air brushing is one thing, but why would I buy anything from a company that is trying to sell to me based on flagrant lies? Doesn't give me much confidence in the product...
I actually want to buy Benneton now. I never wanted to before, but after seeing here how pissed off the most ignorant and regressive elements of our society are at this campaign, I want to support it.
I agree - a company shouldn't have to fake anything to sell a product - it does nothing to make the sweater warmer or longer lasting - anybody swayed by the ad is weak minded
I'm fairly certain the ad is not meant to sell clothes:
"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," Benetton said in a press release.
I guess doing good just for the sake of doing good is a concept that's hard for some people to understand. Which is sad, because those are the very people the campaign is directed at.
I will never....ever.....buy a thing from Benetton, for as long as I live. How's the ad working for your sales so far Benetton?
Seriously, the Catholic Church makes the Penn State Scandal look like a parking ticket.
These religious leaders have less credibility than Charlie Murphy and Andy Dick.
Really? Millions and millions and millions of Catholics and you single out the deviates and stereotype the entire lot? That's like comparing gays to pedophiles because they both engage in the same acts.
There is no such thing as bad advertising; if you are talking about it, they won.
Timothy,
Go get an education. A mind is a terrible thing to waste.
I think it's a bit too late for some Jim.
Absolutely sick, rude and disrespectful, but its normal for sick perverted people like owners, editors and staff of United Colors of Benetton. And they should include the Color stupid.
You think everyone is as perverted you all are, your families, children, wifes and homes are a disgrace to mankind worldwide! That's okay, however, because one-day soon you will all wish you had been different, normal. Its your individual choice's you are not normal as it is your nature to be corrupt and perverted!
hahaha, settle down Ken. There is no such thing as 'normal'. Sheesh, you people are literally foaming at the mouth! Who cares? It's just a stupid clothing ad.
So you wouldn't care if they photoshopped a picture of you frenching the pope and made a giant billboard out of it?
I think it's beyond rude.
(totally agree about Ken needing to settle down, though.)
Kenneth is going to go to hell for being judgemental of his fellow man.
So, Dangerous Mind, does that mean that you are going to hell for judgeing Kenneth for judging???
nor·mal
adjective
1. conforming to the standard or the common type; usual; not abnormal; regular; natural.
Since only about 3% of the population is gay, Ken is actually correct.
@ Kenneth Alexander, Just like it was your choice to be an uneducated inbred Christian Republican? Guns and Jesus, what a pair! Only in the small mind of a Republican. You are probably one of those that have a photoshopped picture of Jesus with the halo and Rambo's body and that M-60, right?
I'll probably get booted for a day, but someone needs to stand up to the stupid people, I'll be todays slaughter special.
I would think it was hilarious if someone photo-shopped me making out with the Pope.
Of course it would be a little weird, unless of course it was a picture from when I was 8 years old; that would be at most peoples level of expectation.
Between high prices and low quality, this just another attempt to get gullible young people in the stores. They claim to stand for peace, but this ads tells another story.
Two religious leaders and their religions so against gays kissing is a just a cheap attempt to incite riots. It has nothing to do with promoting peace.
Bingo, Steven!
The pictures show a level of intimacy far beyond "unhate," so far beyond that it is clear that Benetton is far more interested in promoting itself than "unhate." Having said that, thanks for reminding my why I'd never buy their products.
Amen.
You are right, USA Rocks. If they wanted to show peace, they could have photoshopped a peck on the check. That would be acceptable in many cultures.
Im wondering if there tounge 'in eachother ?
I am pretty sure that is not how you spell tongue, ed.
Maybe it's the Italian spelling. lol
No, French.
It's unrealistic because Popes and Imams only kiss little boys. Everyone knows that.
That's just libelous. Really? Reveal the names of any of the past hundreds of popes that have kissed little boys (in the implied manner of which you snarkly write)? Names of the popes, and the dates/locations of the "violations" that you imply with sarcasm, spite and disdain?
http://www.youtube.com/watch?v=bx0RGPs7F2E
@Gimmeabreak Provide me proof of God and we'll talk.
maybe it's a way of solidarity, maybe too much ?? lol
17 deleted, Jordan Elizabeth flaming in general:
And then specific:
Read the rules.
You're suspended for a day for violating #1 of the Code of Honor.
I love this company not for their product but for their balls. All you half wits out there need to remove your heads from your asses. Amen.
PS. The bible is fairytale. Welcome to reality.
I'll be you like Ben and Jerry's Schweddy Balls too.
You are an idiot. Nothing else needs to be said. Speaking of reality, try it some time.
seems to me most of the commenters are as loony as the ad. go away.
I'll never buy any of their merchandise, that's for sure.
Many of the comments here prove how much this message is needed. Unhate.
Agreed. It's interesting how hateful (anti-Christian, anti-pope, anti-conservative, etc.) many of the posters are.
Hypocrites, in other words.
They are offended by people who feel that homosexuality is immoral. So they spew their bile on "religious homophobes" because these "neanderthals" don't love other people who are unlike them. So "religious homophobes" become the new people to ostracize and force into the closet.
It's interesting that anyone against homosexuality is hateful simply because they are against homosexuality. You are right, they are anti-anyone who believes homosexuality is a sick, immoral lifestyle. They love calling names, and ironically, if you call them one they scream like banshees.
I suspect people don't care what you think is immoral, they just don't like it when you try to stuff your Christian sharia laws down their throats.
....
Benetton has gone off the deep end here, advertising has stooped to a new low.
They must be selling this line of clothing at walmart.
Good quality kid's coat from JCPenny (imported) $85 bucks - Good quality coat from Walmart (also imported) $35 bucks. Odd - some think they are too sophisticated to buy clothes at Walmart - with so many out of work - Walmart is great.
Yeah. Go on and support the Chinese. They thank you for the opportunity to earn 2 dollars a day making your Walmart clothes.
Sure, like the JC Penny stuff is made in America. Why would I spend an extra $50 for the same thing? Go Walmart!
The thing is, when Sam Walton was alive, his stores only carried American made items. It was after he passed, his children imported everything from China.
My eyes are burning!
Boycott Benetton!!
Why? Is the image supposed to sell something? I do not really like the Pope, and the Imam? I never would have known who he was...But at what point will this get me interested in buying clothes?
I guess they should spell out the message a bit clearer.... Unless they just think the peace thing is obviously gay?
Confused...But who cares...I have never spent money on their clothes...And this has failed to win my business.
...But the picture is still funny to consider; irony is always the best source of humor. For all the people uptight about image/status/reverence...why didn't these two just shake hands and smile like regular folks? Neither thought that there would be a camera(s) present to catch a bit of that expressed `brotherly' love?
Sorry to burst your bubble, but if you read the article it says it's photoshopped. Meaning the kiss never took place.
If you meant that as a joke it doesn't work very well. Sarcasm rarely does online.
Hilarious, but a bit duplicitous. 'Unhate' would have been better served by showing the two respecting each other, this is just inciting anger. I think 'Deal with it!' would have been a better name for the campaign.
Maybe, just maybe, someone who gets so angry about this will look at themselves and realize that the anger is actually hate and they are part of the problem. But, then again, probably not many of the angry haters have enough personal depth to do that.
Whatever you position you must admit it did evoke emotion and thought.
I actually think it would be' funny' for this company to take there little campaign over to the Muslim countries and so how they respond to that Imam and the Pope. Go ahead- I dare ya! They will probably think it is a hoot, so clever to push controversy and "tolerance'. I have seen enough news reels on how the Muslims from their own homelands respond to what they see as rude. Death threats fly!
Well this sure as hell won't boost sales. Glad I divested from Italian securities.
The pope is only one of about 5 different pictures benetton photo shopped to use as a marketing ploy. One of the others depicts obama in a lip lock with another head of state. I still can't figure out whether to laugh or just shake my head.