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PHOTOS: Benetton's Controversial "UNHATE" Campaign
The controversial campaign features US President Barack Obama, French President Nicholas Sarkozy, and more.
Published on: Nov 21, 2011 - 6:29am

Alessandro Benetton: "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." Click for more photos from the campaign.

 

(SPOT.ph) No, these are not real photos of world leaders kissing. Fashion brand Benetton launched a worldwide campaign, dubbed "UNHATE," at the Benetton flaghsip store in Boulevard Haussmann, Paris, featuring "purposely fake" photos of world leaders locking lips such as US President Barack Obama, French President Nicholas Sarkozy, and more. The November 16 unveiling was also met with controversy: the Vatican balked at the campaign's inclusion of a purposely fake photo of Pope Benedict XVI kissing the Egyptian imam, Sheik Ahmed el-Tayeb, as part of the campaign.

 

Watch the video for the "UNHATE" campaign

The campaign, says Alessandro Benetton, Executive Deputy Chairman of the Benetton Group, aims to promote the concept of tolerance by contrasting the culture of hatred and promoting closeness between peoples, faiths, cultures, and the peaceful understanding of each other's motivations. "Ours is a universal campaign, using instruments such as the Internet, the world of social media, and artistic imagination," Benetton said according to a press release on the "UNHATE" campaign.

The UNHATE project includes a series of coordinated initiatives and events, which started on November 16 in the newspapers, major publications and websites around the world. The campaign includes "purposely fake" photos of world leaders kissing as a universal syumbol of love: Barack Obama and Chinese leader Hu Jintao, Pope Benedict XVI and Ahmed Mohamed el-Tayeb, Imam of the Al-Azhar mosque in Cairo (the most important and moderate centre for Sunni Islamic studies in the world); the Palestinian president Mahmoud Abbas and the Israeli prime minister Benjamin Netanyahu.

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14 Comments
  • benettong
    This is gay stuff! I have nothing against beckies but the clothing co. should be more sensitive because some people dont wanna see this kind of crap. I got the message, but like a guy here said, hugging is much better.
    Nov 24 2011 @ 09:06am     Reply  
  • hmmm
    pano kung?....si Ninoy at Ferdinand Marcos?....PNoy - CGMA?...Erap at Chavit....cguro pinaka the best...Toni Gonzaga at si Mariel Rodriguez...un kikita un...hahahaha
    Nov 21 2011 @ 11:36pm     Reply  
  • @banaton
    what the hell is all that gibberish? i didnt know may united colors of beneton pa pla....oh well...patahi nlang ako..kumita pa si manang...hehehe
    Nov 21 2011 @ 11:32pm     Reply  
  • banaton
    benetton needs the shock value - it's a LAOS brand. satchi anong sey mo? wiz ka na spluk? bat daw kissy aquino kase ang mga itech?
    Nov 21 2011 @ 09:39pm     Reply  
  • genuine
    Benetton has gone overboard on this one. i'd dig it if it were images of hot chicks or floyd the fraud french kissing manny p, but tired old men?! i'm an old man myself and this kind of ad campaign makes me want to throw up
    Nov 21 2011 @ 07:30pm     Reply  
  • backfire
    why do they have to be kissing? di ba pwedeng hug lang.rnrnthey were obviously going for the shock value, but it's just in bad taste. seeing it is shocking, the ad might go viral, but not sure if it will make me want to buy a benetton shirt
    Nov 21 2011 @ 07:21pm     Reply  
  • de la femina and assoc.
    Shock-ads are not a new concept. Benetton must be prepared for Islamic retaliation if they continue to feature the Popes likeness and the Egyptian imam. Gayness is not a laughing matter with muslims.
    Nov 21 2011 @ 01:12pm     Reply  
  • david beckyham
    kung sino man ang naka-isip ng konseptong ito, siguradong becky
    Nov 21 2011 @ 12:19pm     Reply  
  • kissy
    sure it's world peace but should they be kissing?
    Nov 21 2011 @ 12:15pm     Reply  
  • jesuswasablackman
    I'd like to see one with Noynoy bussing CGMA.
    Nov 21 2011 @ 12:05pm     Reply  
  • reading saves people
    i bet someone didn't read the article and jumped straight to the gallery. with this, i will be promoting reading.
    Nov 21 2011 @ 11:39am     Reply  
  • satchi
    @ uhm yeah, oh snap! The campaign is not about homosexuality. It is more revolving around "world peace". Just because you see men kissing men, immediately the image of gay lifestyle is in your mind. No, not outside the Philippines.
    Nov 21 2011 @ 10:26am     Reply  
  • uhm yeah
    these would have been great if the campaign is not focused solely on gay acceptance (men kissing men). i have nothing against homosexuals, and sure, they all deserve to be loved as human beings. but there are other 'hate' issues as well that could be better presented without people kissing.
    Nov 21 2011 @ 08:09am     Reply  
  • satchi
    It's revolutionary advertising. I love it. Those types of ads won't fly in Manila. They can't even put up with the underwear ads for men.
    Nov 21 2011 @ 07:39am     Reply  
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