Alessandro Benetton, the company’s deputy chief, proclaimed the ads were “constructive provocation to give widespread visibility to an ideal notion of tolerance.” Tolerance message aside, seeing leaders kissing on the mouth is a bit risque and seems a thinly-veiled ploy to draw in consumers via the shock factor.
Benetton also created a video to coincide with the campaign that features a lot of skin-on-skin contact. Check out the video below.
What do you think of Benetton’s new ads? Are they effective or just offensive?