Ad gurus support unhate campaign

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United Colours of Benetton’s Unhate Campaign, which shows world politicians in liplocks was much-hated by the world leaders. Certainly, the ad is creative and according to the Italian clothing brand, it spreads a socially-conscious message of fostering tolerance and global love. The question remains, can a line be drawn when it comes to creativity? Advertising gurus, who have given thumbs up to the campaign, add that creativity knows no limits.
“Forget about war and let’s give each other a jadoo ki jhappi is what this ad is all about,” says ad guru Prahlad Kakkar, according to whom the ad is not only timely, but also enormously provocative, which makes one think about the happenings around the world.
“We know that world politicians have different agendas, but according to me, this ad tells them let’s be happy and make peace. And all you may lose is your ego,” says Prahlad, who believes that one can’t draw a line when it comes to creativity. Prahlad doesn’t understand the hullabaloo around the Pope kissing the Iman. “Doesn’t he (the Pope) want to end the 1,000 year old war?” he asks.
Ad filmmaker-turned-film director Abhinay Deo, finds the campaign simply fabulous. “While making such ads, it’s understood that there is going to be some sort of controversy around it as the content won’t please all,” he says. “Also, if one starts putting creativity in limits, it’s no longer creativity. But at the same time we have to be sure that we don’t hurt the religious sentiments of the people. I don’t see this ad doing anything hurtful. It’s making a completely different point,” says the Delhi Belly director.
Even the White House has condemned the ad, which also shows the US President Barack Obama smooching his rival, Chinese President Hu Jintao, arguing, “The White House has a long-standing policy disapproving of the use of the president’s name and likeness for commercial purposes.”
“But where are they showing a T-shirt in the ad. They are selling an idea, which is noble in its intent and are selling it as a USP of their brand,” says Prahlad.
According to advertising professional, Shikha Divessar, such a campaign should be welcomed by all as it talks about much-needed world peace. “There could be other issues that may be controversial, like morphing of the photos etc. but the campaign certainly is thought-provoking,” she says.
“All the world leaders they have shown are those who are at loggerheads with each other. This is the best gesture a clothing company could have made by telling them to drop the aggressiveness and come closer,” says Irshad Ahmed, creative director with an ad agency.