That’s So Relatable : Benetton’s Latest Campaign

United Colors of Benetton has been at the forefront of confrontational advertising for 20 years. They’ve addressed the the HIV epidemic, tackled animal abuse, examined the relationship between humans and nature and promoted dialogue about racial tension. Their 2011 ‘unHate’ campaign tackled international political issues, with photoshopped images displaying Obama and Hugo Chavez locking lips. It is not an exaggeration to say that this is a brand that has controversy pulsing through the fabric of their DNA. And their latest big ground-breaking controversial work? A series of relatable ads, with the tagline “clothes for humans”. … Because they’re Benetton, we’ve got to assume that there’s some deeper meaning behind these seemingly shallow videos. So, that’s what we’ll do. We will choose to assume that they’re being unconventional in their adoption of convention. We will choose to think that they’re subtly shutting down “conscious advertising”, and their fashionable adoption of feminism and equality. We will assume that these videos are a subtle jab at the vanity of a society, who search for “relatable” content, rather than looking outwards. Honestly, we’re pretty open to assuming anything right about now. But you, well, you can make up your own mind…