While most people know the Benetton for their fashion, the company is also involved in a campaign to bring about peace and tolerance in the world. Last week, the United Colors of Benetton released an advertising campaign for their “UnHate” initiative which featured amoung other images, the Pope kissing Ahmed Mohamed el Tayeb, a Muslim imam from Egypt. The Vatican’s response was to threaten legal action.
The idea of Unhate Campaign is to show images of two people generally considered to be opponents kissing. According to Benetton the objective is, “the aim of contrasting the culture of hatred and promoting closeness between peoples, faiths, cultures, and the peaceful understanding of each other’s motivations.” For example, another ad featured President Barack Obama kissing Venezuela's Hugo Chavez. There was also a photo image of Israeli Prime Minister Benjamin Netanyahu locking lips with Palestinian leader Mahmoud Abbas.
Alessandro Benetton, Executive Deputy Chairman of Benetton Group has said that they will take down the ad featuring the Pope and commented that he was surprised by the reaction to a campaign considering that the message is one of peace and tolerance.
This Examiner is less than surprised. It is unclear if the Vatican will withdraw their threatened lawsuit if Benetton follows through with their statement to take down the ad.
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