I don’t endorse Benetton or have converted to mainstream consumerism. Unfortunately, this blog is a sucker for anything that seeks comfort zones between conflicting ideas, even if it is clad in a boring clothing line.
The 1:08 minute film challenged even some of my conservatisms. The ideas are presented loudly and almost rude, but I could live with that. After all, it is an advertisement.
It does not mean, however, that these ideas are untrue. These image have taken place in our most intimate circles, possibly affecting our daily decisions. And it is nice to see controversy presented in that desperate tone between fear of repercussion and longing to reach out.
PS. There is no such thing as “unhate”. You either love and hate (angry form of love) or suffer the opposite of both: indifference.
Though once more their campaign looks ( very) good, I have my usual doubts about Benetton's sincerity.
ReplyDeleteThis is what Beneton itself said:"the company's goal is to communicate, to invite discussion and debate about the universal issues and problems that affect us all".
And that's what they do.
They always have an extremely correct political subject ( nobody in his right mind will ever admit he or she is in favour of racism, war, starving children etc). Next they present their gratuitous stand by some unorthodox, provoking images.
It's smart. It's funny sometimes (I think the Pope kissing some Egyptian Iman deserves a faint smile at least). It's really competent advertising.
But their "message" is only skin deep.