Unclothing The Knotty "UnHate" Campaing | The Odyssey Online
Start writing a post
Lifestyle

Unclothing The Knotty "UnHate" Campaing

Examining the campaign in hindsight.

9
Unclothing The Knotty "UnHate" Campaing

Dubious, appalling, outrageous and aggravating — the high street fashion chain is targeted with nearly every possible criticism. The “Unhate” campaign concept is imploring for attention and has caused United Colors of Benetton to be linked with not only clothes, accessories, and fashion overall but more adversely: Controversy.

United Colors of Benetton. Somewhere between these four words that make up the international clothing-retail brand, the word turbulent should be fitted in. The strategic usage of the daring ads has brought the brand under the microscope of attention.

The main intention of the “UnHate” slogan was to combat hatred and to raise awareness of key social issues. That being the official objective of the campaign the corporation went very provocative with their posters. Some of the scandalous images included the following:

• A taunting image of the Pope embracing Ahmed Mohamed el-Tayebwhich was immediately commented on by the Vatican as “totally unacceptable," following threats of using legal measures by the Vatican, resulting in a humiliating withdrawal of the image by the Benetton company.

• Another edgy ad included the President of the United States of America, Barack Obama, kissing former Venezuelan President Hugo Chavez. Similarly to the previously mentioned ad, the White House slammed the company with a critical response towards the picture of the two leaders kissing, mainly because they are in fact longtime adversaries but also considering that the White House has an abiding policy which states that the president’s name and likeness are not allowed to use for commercial purposes.

• Perhaps the most provocative ad of them all is the one depicting North Korean leader, Kim Jong-il, and South Korean President Lee Myung-bak caressing. The Benetton firm argues that they want to convey and create tolerance, even between enemies as these two. Perchance this ad had some effect on the two leaders after all, as the successor of Kim Jong-il, Kim Jong-un, has announced the necessity of better relations with South Korea.

United Colors has had a history of odd marketing strategies and “UnHate” fits perfectly into the ranks of their diverse operations. Today it is commonplace for companies to join the social cause bandwagon in pursuit of constructing good will. In contrast, the Italian firm has invariably stood for, advocated, and bolstered causes in which they believe as if they were carved in their DNA. The enterprise has engendered an identity of social responsibility, as they have portrayed themselves as social activists for a long time period.

Throughout many years Benetton have launched tenacious campaigns as well as put in motion programs to subvert stereotypes, protest against war, fight famine, and challenging the death penalty. The brand even promoted and encouraged entrepreneurialism in Africa.

Report this Content
This article has not been reviewed by Odyssey HQ and solely reflects the ideas and opinions of the creator.
Relationships

20 Things You Forgot To Thank Your Mom For

Moms are super heroes dressed in yesterday's clothing and they deserve an award for that.

478
family
Facebook

Dear Mom,

You took care of me and my brothers our entire lives and you still continue to! I will not be able to truly grasp all of the hard work that you put into this family until I create my own one day. But, I know that there are plenty of times I forgot to give you a simple thank you or an appreciative smile. I thank you for everything that you have done for me and will continue to do for me. Here are some examples of those times where you had my back and I forgot to pat your back for saving me:

Keep Reading...Show less
pumpkin
Holytaco.com

College is hard. As people ages 18-22, we’re just trying to figure out what we’re doing with our lives, our careers, our eating habits, exercise routines, sleep patterns, and other necessities for adult life. We definitely don’t take proper care of ourselves; it’s basically impossible when we have essays, tests and readings due and somehow we’re supposed to eat right, exercise and sleep. We’re doomed to get sick. I have zero experience in science but when I get sick there are certain things I do to make myself better.

Keep Reading...Show less
Bob's Burgers
Hyannishyball

First of all, there is no shortage of fun when you're together.

And you often find yourselves entertaining each others terrible ideas.

Keep Reading...Show less
Relationships

The Unwritten Rules Of "Talking"

What is "talking?" How does one "talk?"

8732
girl holding phone
NYCPRGIRLS

Now that it seems “talking” is the new way to date, and will stay that way until another idiotic term is used to describe the people who can’t settle down and just date someone, I feel as if it’s time to go over the unwritten rules of “talking.”

Rule 1. Having feeling without feeling.

Keep Reading...Show less
The Stages of Having FOMO in College
iamthatgirl.com

Are you one of those people that gets super upset when you miss out on anything? Well, you may have FOMO, or fear of missing out. In college it’s not hard to experience FOMO every once in a while. You just love doing everything and anything, so hen you have to miss out on something it's the worst possible thing in your mind. Whether you’re sick, have to work, or have so much work to do you could cry – FOMO will hit you hard in college.

Keep Reading...Show less

Subscribe to Our Newsletter

Facebook Comments