Benetton: Unhate, Vatican-Al Azhar

United Colors of Benetton.
Supports the Unhate Foundation

The Pope and Ahmed Mohamed el-Tayeb, Imam of the Al-Azhar mosque in Cairo

Advertising Agency: Fabrica, Italy
Creative Directors: Carlo Cavallone, Eric Ravelo
Designers: Robert Nakata, Paulo Martins

November 2011


ACreativeSpirit's picture
176 pencils

will be interesting to see the reaction to this one. might generate more hate than "unhate" from religious extremists

Always try to be unique even when forced to conform.

mohamadtahtawy's picture
2 pencils

Yea I think it will bring a fireback on them, I have already posted on my FB and it was mix between hatred and neutral


ACreativeSpirit's picture
176 pencils

i have to say i was surprised the first reaction came from the pope.... well no i guess not surprised. lets hope the feedback no matter how angry doesn't turn violent

Always try to be unique even when forced to conform.

erikbajak's picture
9 pencils


MicheleVirgilio's picture
2617 pencils

Great campaign

grafigkn's picture
2 pencils

What does that mean.

Shawali's picture
8440 pencils

I can already hear some bigot's head exploding...

No one cares about child labor, eye donation or saving the Earth: NO PSA!!!

NicoCiego's picture
1033 pencils

Smart and very brave. I love it!

P26's picture
44 pencils

this one is the boldest of the series..

raz73's picture
4 pencils

the idea was good but playing on religion???????!!!!! so wrong

makelogobigger's picture
470 pencils

why not religion? religion also is an industry like politics and business.

Temple's picture
11323 pencils

This one was actually withdrawn. In any case, the campaign is vintage Benetton.

ÖzgürBeyinFikirleri's picture
48 pencils

not really clever job... but impact

Gogan7's picture
4 pencils

Yes, this image has been withdrawn today. I cannot think that the brand could not imagine what it would have happened.

Queue's picture
4 pencils

I am a Muslim and also from Cairo, and throughout my life I did not think that wanting to offend non-Muslims, even if once the design or any other idea at all.

My religion is Islam, because he told me good treatment of non-Muslims, and ordered by God Almighty and commanded by the Prophet Muhammad peace be upon him.

Please delete this idea is offensive to you by one of the flags, a Muslim imam of Al-Azhar

Read more about Islam and I'm sure you will change your thinking about Islam and Muslims.

please see this...

LasT Breath


micabdo's picture
25 pencils

Thanks for posting this :D

blacksmurf's picture
200 pencils

luckily, this ad is not a person :D

easy to say "art director".

vijayalakshmi's picture
4 pencils

Benetton has balls.

PDF's picture
66 pencils

thx a lot benetton for this're selling love, but integrist won't understand this ad unfortunatelly although their religion told them to love people ! They will only see a provocation dumb are they !

Takmelius's picture
203 pencils

Seriously?! This promotes love?? Please explain how? How an image of two conflicting leaders, who aren't homosexual, kissing each other on the mouth promotes love? You think people with decades of bottled up hate and anger caused by injustices on both sides were just waiting for Benetton to tell them, "Come on guys, let's kiss each other on the lips and make up!" ...what are you, four?!?!?

Roger Keynes's picture
Roger Keynes
5498 pencils

Love is a braver thing to do than hate, Takemelius.

The Jobless Writer
Will Think for Salary

Takmelius's picture
203 pencils

Yes, and it's stronger than thunder!
Dude, wake up, put down the doobie, take off those heart shaped glasses and smell the tear gas. We're way past Mills and Boon.
Most people don't even see this as an expression of love. This is how they see it:

aroundtheworld's picture
2 pencils

What else could be expected of Benetton+ Oliviero Toscani working together? Ads are shocking, interesting but unrelated to the core of Benetton. They continue to deliver campaigns that have no clear message and has nothing to do with their brand+products. They have tried this before and failed, why would they think that doing this again would work?

mshady's picture
5 pencils

I don't see how this could be impressive communication. It's cheap advertising. Being provocative is an easy job. Using religon to be provocative is even easier. I don't see how mouth kissing could be about "unhate". I believe Benetton are just desprate for attention but needed to cover it with a fake message that would deceive superficial people for a cause.

Roger Keynes's picture
Roger Keynes
5498 pencils

The great ideas always polarise... and have the 'black' and 'white' elements...

great advertising-beyond-advertising, Benetton.

The Jobless Writer
Will Think for Salary

sahooora's picture
2 pencils

Not all smart ideas that challenge societies work well all over the world... it may be viewed as excellent work in France but no way this could work in the Middle East
I'm just wondering what the showcased figures have to say about this?

Roger Keynes's picture
Roger Keynes
5498 pencils

Pulled in Australia (and globally?) due to Vatican legal threats.

Love, peace, compassion, humanity, respect... my arse.

Hmmm... Christianity.

Now there's one fucked up brand.

The Jobless Writer
Will Think for Salary

Nike Diesel's picture
Nike Diesel
13431 pencils

Try any religion. They're all screwed up in their own way...

makelogobigger's picture
470 pencils

How dare you insult the holy church? ! how dare you? you know that the earth is only 2011 years old. dinosaurs did not exist. there are no other religions in the world. see.

Nike Diesel's picture
Nike Diesel
13431 pencils

Sure thing, buddy. See you on the other side.

kak009's picture
21 pencils

Fantastic Insight, bad expression (i.e. Obvious and Literal execution), UCB should stick with their usual Creative geniusness.

jackcoooper's picture
93 pencils

benetton have balls

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