When advertising offends

The Vatican today said it will take legal action to block publication of a digitally altered image that shows the pope kissing an imam. It’s the advertising work of Benetton, the clothing company which has made a pretty good living by pushing the advertising envelope.

I mean it. This could tick you off.

“We must express the firmest protest for this absolutely unacceptable use of the image of the Holy Father, manipulated and exploited in a publicity campaign with commercial ends,” Vatican spokesman Federico Lombardi said in a statement.

Benetton’s “United Colors of Benetton” as campaign was shocking in its time…



This latest campaign has a certain familiarity to it… minus the whole “kissing thing,” of course.


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