THE Ultimate Copy/Creative Marriage

Benetton UNHate CampaignOh boy. Gonna likely get in trouble  for this one. But I just saw an ad campaign that rocked me to the core — in a good way, a very good way. Check out Benetton’s new UNHATE Campaign. There is really nothing more to say other than to view it.

The pictures demand to be noticed and pondered. Then the copy wallops you with the real meaning — and all of it is 100% ON BRAND for the Benetton brand.

Here is what Exec VP Alessandro Benetton had to say: ‘what does ‘unhate’ mean? ‘un-hate. stop hating, if you were hating. unhate is a message that invites us
to consider that hate and love are not as far away from each other as we think. actually, the two opposing sentiments are often in a delicate and unstable balance. our campaign promotes a shift in the balance

Talk about definition of WOW advertising. Buzz. Says exactly what your brand stands for. Simple. Intuitive. Says in one piece of creative what 1,000 words could not say so well. Shakes things up a little. Definitely gets even more effective with frequency of exposure. Makes you wonder what’s coming next. Wow.

God I wish I’d been a fly on the wall of that creative development! And kudos for Benetton to have the b–lls to run it.

GWH W.T.F.* (Winner, Toss-Up or Flop) Award: WINNER for me big time. WINNER. WINNER. WINNER.

Of course, the Pope has already demanded that his image be taken down.. and they have done so. (Hmm, isn’t he supposed to be the dude who is all about “turning the other cheek?”) Gotta see the bigger picture, Padre. Isn’t your message about UNHATE, too? Get with the program. The 2012 one.

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