Italy Clothing Enterprises Spoof World Leaders Advertising Controversy

US President Obama and Venezuelan President Chavez, Palestinian National Authority Chairman Abbas and Israeli Prime Minister Netanyahu, North Korean leader Kim Jong-il and South Korean President Lee Myung-bak, the leaders of different countries opposing each other in the real world, hug each other and kiss each other.

Is such a picture shocking enough?

In fact, this is only part of the "hate hate" campaign launched by Italy's clothing chain enterprise "Benetton" recently. The company hopes to attract public attention through such a trick to try to revive its declining brand.

In the name of "peace"?

It is understood that in order to launch the advertising campaign, Benetton has spent nearly 10 million euros (about 13 million 500 thousand US dollars).

Some retailers said that the campaign to eliminate hate is expected to be printed in print publications in the next few days, including the two daily newspapers, including Newsweek, New York magazine, Italy Evening Post and Republic.

A spokeswoman for the New York Times confirmed that Benetton had tried to win the newspaper's rejection of the newspaper as one of its advertising media.

But Benetton is obviously not affected by it. It is planning to launch a more sustainable promotional campaign through the Internet, and hopes that it will receive the full flowering effect.

To attract attention, Benetton even launched a Pope Benedict sixteen ad with Sheikh, Ahmad, TEIB, the patriarch of the AI hahaer mosque in Cairo, Egypt, and openly hung it on a bridge near the Holy See of Rome.

Obviously, Benetton's media agent Fabrica has tampered with the photographs of religious leaders without permission, which triggered strong dissatisfaction with the holy see in Rome.

For this reason, Mr. Benetton explained that the advertisement conveyed the message of peace, and he did not expect to be complained.

But is the situation really like what he said for peace? If we look at the advertising strategy of Benetton in the past more than 20 years, the question is not difficult to answer.