# Controversial 2008 Beijing Olympics Ads Benetton: Tibet vs China, 'Victims' By Ayman | Published 2008-08-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/beijing-olympic-2008-benetton-tibet-china References: [wwd](http://www.wwd.com/fashion-news/fashion-scoops/china-tibet-theme-in-benetton-ad-courts-controversy-1706486) & [fashionreporters](http://fashionreporters.com/2008/08/a-monk-from-tibet-on-benettons-olympic-campaign/) Italian fashion house, [United Colors of Benetton](https://www.trendhunter.com/trends/moving-for-change), is sparking controversy with a two page ad that carries a [China](https://www.trendhunter.com/trends/silk-road-week)-Tibet theme. The ad shows a Tibetan monk and a Chinese soldier praying face to face with the word “Victims” 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 “Le Monde”. 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, “Attempts to make a small contribution to dialogue and engagement between Tibetan and Chinese people.” 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](https://www.trendhunter.com/trends/encourage-blood-donations) in providing help to China's earthquake survivors. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 72% | Activity: 86% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Controversial Advertising Campaigns:** The controversy surrounding Benetton's China-Tibet themed ad presents an opportunity for businesses to create provocative and thought-provoking marketing strategies. - **Socially Responsible Branding:** Benetton's support for the Red Cross provides a model for socially responsible branding that may inspire other businesses to align themselves with impactful charities. - **Cross-cultural Dialogue Initiatives:** Benetton's Colors Magazine aims to promote communication between the Tibetan and Chinese people, and presents a potential market for businesses seeking to create dialogue initiatives between cultures. ### Where This Applies - **Fashion and Apparel:** As demonstrated by Benetton's advertising campaign, the fashion and apparel industry presents a unique opportunity for innovative and attention-grabbing marketing strategies - **Non-profit and Philanthropy:** Benetton's support for the Red Cross provides an example for non-profits and philanthropic organizations seeking to partner with corporations for greater impact. - **Media and Publishing:** The release of Benetton's Colors Magazine, featuring dialogue initiatives between the Tibetan and Chinese people, suggests a potential market for media and publishing companies seeking to promote cross-cultural understanding. ## Related on Trend Hunter - [Thematic Athlete-Celebrating Dairy Commercials](https://www.trendhunter.com/trends/dairy-commercial.md) - [Panda-Inspired Sport Campaigns](https://www.trendhunter.com/trends/panda-station.md) - [Hug-Inspired Olympics Campaigns](https://www.trendhunter.com/trends/cocacolas-summer-olympics-campaign.md) - [Chinese Tradition-Celebrating Accessory Collections](https://www.trendhunter.com/trends/2025-chinese-new-years.md) - [Refugee-Focused Youth Sport Initiatives](https://www.trendhunter.com/trends/moving-for-change.md) - [Virtually Outfitted Landmarks](https://www.trendhunter.com/trends/nuptse-1996-jacket.md) - [New Year-Themed Luxury Campaigns](https://www.trendhunter.com/trends/gucci-tiger.md) - [Harmony-Emphasizing 3D Advertisements](https://www.trendhunter.com/trends/3d-advertisement.md) - [Cultural Olympic Uniforms](https://www.trendhunter.com/trends/mongolia-winter-olympics.md)