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‘Unhate’ Ad Campaign by Benetton Shows World Leaders Kissing

Benetton, which has already earned their place in the advertising world with their clever, colorful and often controversial ads, released another  powerful advertising campaign called ‘Unhate‘ to promote tolerance and combat hatred. It features professionally manipulated images that show unlikely pairings of world leaders kissing one another, and I must say whoever did the photoshopping is damn good at it.

“The central theme is the kiss, the most universal symbol of love, between world political and religious leaders, such as: Barack Obama and Chinese leader Hu Jintao; Pope Benedict XVI and Ahmed Mohamed el-Tayeb, Imam of the Al-Azhar mosque in Cairo (the most important and moderate center for Sunni Islamic studies in the world); the Palestinian president Mahmoud Abbas and the Israeli prime minister Benjamin Netanyahu. These are symbolic images of reconciliation – with a touch of ironic hope and constructive provocation – to stimulate reflection on how politics, faith and ideas, even when they are divergent and mutually opposed, must still lead to dialogue and mediation.”

Hu Jintao, president of China and Barack Obama

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

According to Daily Mail, the shot of His Holiness planting a kiss on Sheik Ahmed el-Tayeb of Cairo’s al-Azhar institute, the pre-eminent theological school of Sunni Islam has raised the strongest objections. It’s been on Benetton’s website all day but was pulled about an hour after the Vatican’s protest. [1]

Palestinian President Mahmoud Abbas and the Israeli Prime Minister Benjamin Netanyahu

North Korean Supreme Leader Kim Jong-Il and South Korean President Lee Myung-bak

US President Barack Obama and Hugo Chavez of Venezuela

German Chancellor Angela Merkel and French President Nicolas Sarkozy

Benetton also invites users from around the world to upload diptyched images that mimic kissing duos, alongside a message of tolerance and ‘unhate’ on their ‘kiss wall‘.

Do you think Benetton’s ad campaign will help promote tolerance and combat hatred?

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What do you think?

  • Daniel Stanescu via Facebook

    yes! hope dies last!

  • Brandy Bentley Boss via Facebook

    Get a room!

  • Bianca Isabela via Facebook

    no, it’s quite a stupid campaign.A hug would have been better than kiss on the lips which clearly suggests sexuality .Besides that, I’ve read Obama and other people shown there trough their spokesmen rejected the use of their image for commercial purposes

  • Shain Wells via Facebook

    Well, people are talking about them and their poxy jumpers, so I guess it’s a good campaign for them…

  • Bianca Isabela via Facebook

    indeed, some use of shocking images, well known people,politics and of course, big words as “tolerance” and “hate” in order to sell some t-shirts and get back in the limelight, cause quality merchandise is out of fashion …

  • MFabiana Ríos via Facebook

    I’d like seeing a caption of Luciano Benetton kissing a mapuche… He remarks so very well on the others faults that forget his own…

  • Mira Mirandolina via Facebook

    No, but it’s cool anyway

  • Nana Salzer via Facebook

    maybe it makes people to think about it…

  • Tamar Elmensdorp-Lijzenga via Facebook

    Would be something …

  • Nick Leggio

    BoredPanda SUCCEEDS!!!

  • Jacqueline Langrehr via Facebook

    contrived (except the kiss from Sarkozy maybe ;-))

  • Annette Picard via Facebook

    Yes it should help…

  • Erica Ali via Facebook

    I think it’s terrible to be honest. Bianca said exactly what I was thinking. If anything this will anger the ones who hate same-sex equality even more. -_- Terrible.



  • Anonymous

    BHAHAHAHAHAHAHAHAHAH!!! man this looks super though i don’t think it meets the purpose of “ünhating”but even then..its cool..lmao

  • abd

    Great Photoshop job