Ad Watch: Benetton Presidential Face Mashing


I am SHOCKED by this ad. Shocked that Benetton is still in business, that is. But I haven't been in the mall since last Christmas.  

Otherwise, ho hum. Benetton has leveraged this kind of high production value shock-vertising every few years. I'm not sure they can take much credit for moving the needle in terms of acceptance or awareness. They usually piss off more people than they convert, and that's not progress. 

http://unhate.benetton.com/  

Here's the idea this time: "Stop hating, if you were hating. Unhate is a message that invites us to consider that hate and love are not as far away from each other as we think. Actually, the two opposing sentiments are often in a delicate and unstable balance. Our campaign promotes a shift in the balance: don’t hate, Unhate." 

What? It's not that easy, Benetton. I can't just flip a switch and start loving Enya music and flan after all these years. Sometimes, we hate for the right reasons.

--Straight Guy

6 comments:

straight in upstate said...

I thought Benetton went out of business around the same time as Members Only. And ditto everything else you said, SG.

BosGuy said...

I love Benetton. They are one of the only mass retailers who regularly carry pants for guys with long -ahem- inseams.

As a marketing guy, I also appreciate the hoopla surrounding the campaign. The fact that you didn't even know they were still around but the campaign resulted in your post probably would make their marketing team smile.

With all the ad campaigns currently out, you opted to discuss their campaign. Reminding this reader to get his ass over to Newbury Street to check out their sales this weekend.

Grazie!

Gay Guy said...

SG,

You really hate flan don't you. Is it the taste? The texture? The gelatinous, yet creamy, wad in your mouth?

Unhate flan.

Keep it up with Enya. If I had a dollar for every brunch that featured that Enya CD back in the day . . ..

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