Remember back when United Colors of Benetton ads were controversial, eyebrow-raising, and just kinda awesome? Remember back when Benetton was a relevant name in the clothing industry?
This was pre-internet, before our laptops told us exactly what to wear and where to buy it. You had to work for it. For many non-big city Americans in the 80’s and 90’s, the only exposure to interracial open-mindedness they ever got was from walking by the Benetton window display at the mall. Sad, but better than nothing.
Benetton delivered a vision of tolerance. Even if that tolerance was mainly for really well dressed people. United Colors. Black, White, Asian, Native Americans all dressed awesome and just …hanging out? It’s easier to create that sort of cultural/fashion mash-up in 2011 because of the access we all have. But back then, that angle was hard.
Yeah, well, they’re back. Benetton just released this “Unhate” ad campaign that definitely harkens back to those days when their ads opted for shocking pictures that didn’t actually contain any clothing. They seem to be reclaiming the throne they created as a company that sells stuff, yes, but also has a message. Seems this time around, all they need is Love.
And kissing.
The ads feature world leaders smooching. Of course, It’s already caused some controversy…they’ve taken down a picture of the Pope kissing an Imam. God forbid. But we’re writing about it here, so they still win with that loss. There’s all sorts of stuff to explore on the website, including a kiss wall where you can upload your own pics.
So let’s check it out … and take a moment to tip our marketing hats to a company that deserves credit for creating a slightly more tolerant world, even if it was all just to sell more red sweaters.
When Miracle Whip first debuted their “snappier” new image with a series of commercials last year, people started paying attention.
The mayo magnate is continuing to spread the message… and in the most interesting arenas. A first glimpse of the new packaging came in the much-hyped recent Lady Gaga/Beyoncé ‘Telephone’ video, and advertising is also integrated into EA’s upcoming ‘Skate 3′ video game.
Seems like the prevalence of viral marketing and social networking has not come without its share of caveats. Less regulation and more freedom can be a good thing…or in some cases can fall flatter than soda left out in the sun.
The newest member of the ’sexist’ club is none other than Method. You know those devilish little scrubbing bubbles, crudely leering at the helpless naked woman in the shower? Uh yeah, apparently some view it as sexist and even condoning rape.
Method has since pulled the video. But looks like those scuzzy little suds could take a lesson from Spiderman—”With great power comes great responsibility.” Even on the Internet.
An interactive video player in the pages of a magazine can’t be cheap. So will readers respond? CBS and Pepsi are hoping so, with an exciting promotion to hype their fall lineup. A paper-thin video player will be inserted into the pages of the Sept. 18 issue of Entertainment Weekly loaded with video content touting CBS’s fall shows.
Perhaps if you want your message to jump off the page, you gotta make it creative. This innovative approach comes at a critical time for CBS who is battling (along with other networks) a ratings erosion due to increased digital options.
#TheEatery is not just another food app—it helps you accurately judge your eating habits through community ratings. http://t.co/t2Ax6TqL2012-2-15 19:40
