Italian fashion house, United Colors of Benetton, is sparking controversy with a two page ad that carries a China-Tibet theme.
The ad shows a Tibetan monk and a Chinese soldier praying face to face with the word â€œVictimsâ€ above their heads. The ad is featured in the 74th edition of Benetton's Colors Magazine and was released the first day of the Olympics in the main Italian daily newspapers and in the French daily â€œLe Mondeâ€.
The August Benetton Colors magazine features 30 photos of the recent Sichuan earthquake and 30 prayers by Tibetan monks for the earthquake's Chinese victims.
According to Benetton's web site the magazine, â€œAttempts to make a small contribution to dialogue and engagement between Tibetan and Chinese people.â€
In order to capitalize on the hype for good, Benetton is currently selling t-shirts with the controversial Tibet/China image in its megastores. Benetton is also a big supporter of the Red Cross in providing help to China's earthquake survivors.
Controversial 2008 Beijing Olympics Ads
More Stats +/-
25 Multicultural Brand Initiatives
Multipurpose Smart Buttons
Modern Men's Rain Gear
Refrigerated Snack Bars