Benetton pursues strategy with more ‘shock’ ads

Benetton is continuing its controversial marketing strategy with more “shock” advertisements, including one showing 1936 German Olympic competitors giving a Nazi salute alongside black-power supporters at the 1968 Olympics.

The campaign has 20 executions and includes ads showing Christ’s crucifixion and a crying Madonna. It has already broken in the US, and various executions will run in different countries. Subsidiaries in each country can choose which of the 20 executions they want to run.

It is part of a $27m (17.7m) global print campaign for the SportsSystem division, which markets sports brands Nordica, Prince, Rollerblade and Ektelon.

The campaign has been created by Benetton’s creative director Oliver Toscani and uses the catchline, “Do you play Life?” The campaign nails previous speculation that Benetton was planning to drop its shock tactics in favour of fresh creative work.

Earlier this year, some ads for Benetton clothing were banned in Germany following protests from the firm’s retailers.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here