Oliviero Toscani was the man behind some of the most controversial advertising campaigns in history. The Italian photographer, who served as creative director for Benetton between the years of 1982 - 2000, not only transformed the Italian clothier into a household name, he changed the face of advertising. Toscani’s work for Benetton was sometimes poignant, usually controversial and always memorable.
Most of Benetton’s advertisements that were released during the Toscani years shocked the world, but many created a dialogue and etched Benetton’s logo into our minds. Not bad considering no Benetton garment ever made a significant appearance in any of Toscani’s ad campaigns.
Here’s a look back at 12 of Benetton’s most controversial advertising campaigns.
12. Burning Car
February 1992
11. GraveyardFebruary 1991
In the midst of the Gulf War, Benetton decided to push a few buttons by releasing an advertisement that featured an image of a war cemetery. The ad caused controversy before it was ever even published, only one publication agreed to print it. Il Sole 24 Ore in Italy was the only newspaper that agreed to run the ad and that one appearance prompted hundreds of protest articles across the globe.
10. Angel And Devil
September 1991
In the fall of 1991, Benetton once again tried to provoke conversation on the stereotypes of good and evil with an advertisement featuring an angel and the devil. Officially, the company said they were aiming to “feature images from the real world which have some social and universal relevance, in order to break through the barrier of indifference which often surrounds these issues”. What the campaign actually did was create unprecedented outrage and controversy.
9. Boat
February 1992
In 1992, Benetton decided to flirt with controversy yet again with an advertisement featuring an image of a boat overcrowded with Albanians attempting entry into Italy. The ship was besieged by hundreds of people who were oppressed in their own country and refused entry elsewhere. Benetton stood behind their statement but everyone else remained shocked.
8. Solider With The Bone
February 1992
In 1992, Benetton released a terrifying advertisement showcasing photographer Patrick Robert's image of a Liberian soldier with a kalashnikov, holding a human thigh bone behind his back. The questionable photograph brought up questions about colonialism, racism and cultural poverty.
7. Mafia Killing
February 1992
In 1992, Benetton stirred controversy with an ad that featured a photo of a Mafia killing that took place 10 years earlier in Palermo, Italy. Franco Zecchi's picture was met with resentment throughout Italy and then came something no one expected. The daughter of Benedetto Grado, the dead Sicilian in the picture, announced she was going to sue Benetton asking, “How does my father's death enter into publicity for sweaters?”
6. Priest And Nun
September 1991
A priest kissing a nun was one of many advertisements that depicted religious and sexual conflict for Benetton. The fall 1991 ad campaign of a not-so-platonic kiss between a priest and a nun clad in an old-fashioned habit immediately sparked controversy across the world. Benetton stated that the ad was merely “the affirmation of pure human sentiment".
5. Black Woman Breastfeeding White Baby
July 1989
Benetton’s 1989 campaign for equality between black and white caused a strong reaction across North America, but it was an image of a black woman breastfeeding a white baby that stood out from the rest of the ad campaign. The photograph not only generated controversy, it also became the most-awarded image in Benetton's advertising history.
4. Hearts
March 1996
In the spring of 1996, Benetton released an advertisement which featured an image of three almost identical “human” hearts with the words 'white', 'black', and 'yellow' as captions. Protesters cried that the photo, which was taken by Oliviero Toscani, was one of Benetton's most racist. In actuality, the hearts were pig hearts.
3. Newborn Baby
September 1991
More controversy. In 1991, Benetton released an ad which featured a blood-smeared baby still attached to its umbilical cord. Many claimed the image of baby Giusy was one of the most natural things that one could see, others disagreed and the advertisement became one of the most complained about in the history of advertising.
2. AIDS – David Kirby
February 1992
Therese Frare’s photo of David Kirby’s last moments in his room in the Ohio State University Hospital in May 1990 is one of Benetton’s most haunting advertisements. The photograph of David with his family at his bedside had already been printed in Life magazine and won the 1991 World Press Photo Award, but it was Benetton’s use of it in its 1992 advertising campaign that brought it to the attention of the world media.
1. We, On Death Row
February 2000
In February 2000, Benetton launched it’s most controversial ad campaign ever. The “We, On Death Row” project included a series of interviews and photographs of 26 real death-row inmates. The photographs appeared in magazines and billboards across the globe and the interviews appeared in a 90-page magazine supplement. Victim’s rights groups were outraged. The state of Missouri sued Benetton for fraudulent representation in obtaining rights to the inmates and Sears chose not to stock Benetton products. The backlash was never-ending and led to the end of Toscani's tenure at Benetton.
www.benetton.com
I believe the UNITED COLOURS of Benetton is the point of them all and the photographs depict the contrast to unity given the particular periods in our history - in transcendence of "COULORS" as a particular word depicting the obvious identification of "DIFFERENCE."
Posted by: Rahul | 11/18/2011 at 01:38 AM
how is the pic with the hearts racist? it's showing that no matter what colour a human is on the outside, we all have the same things on the inside, most importantly we all have a heart. I believe that ad is brilliant! however I would have just left it as black and white, yellow isn't necessarily a skin tone, neither is white or black anyway, but perhaps that is his jab at racism itself. Whether u call someone yellow, black or white, they still have feelings and are still human.
Posted by: kimberly | 11/16/2011 at 06:15 PM
hey lube yeah i know trolololol theese adverts are racist!
Posted by: small town girl | 05/12/2011 at 06:07 AM
hi laurie, you make me want to die lol
Posted by: puffa puffa rice | 05/12/2011 at 06:04 AM
I believe the UNITED COLOURS of Benetton is the point of them all and the photographs depict the contrast to unity given the particular periods in our history - in transcendence of "COULORS" as a particular word depicting the obvious identification of "DIFFERENCE."
These are stark contrasts showing the futility of even trying to find a balance and equality in man and yet the idea can be powerful in a clothing line or Brand name where all of humanity can don these coloured sweaters and blend in without regard for race, gender, sexuality, or religion.
We in the mask of the clothing can find equality -yet we cannot do so in our own skin.
These are very insightful and meaningful Ad's.
We are more "UNITED" wearing costumes than we could ever be in our natural state. It is pointing out our ignorance and at the same time pointing to our ability to find salvation.
I shudder when I hear the words "Where's the Humanity." The carnage you witness is "The Humanity." Humanity is less moral than any other species on the planet. Benetton begs the less obvious question, "Where’s the Soul" or "Where’s the Spirituality or Divinity" that should be our intrinsic nature (in absence of organized religion- but more so the introspective search for meaning and transcendence).
The outrage is an obvious reaction as it acts like sand paper stripping away our illusions and the insulation of cultural indoctrination challenging us at some latent primordial level to wake up to the atrocity and quit clinging to the unjustified ego comfort we embrace so easily.
Well done. Hire that guy back! Boycott Sears for not carrying the product and stop reading the papers that censor the ad.
Oh yeah – big business owns the media and they run the government…
Lets not upset the apple cart. At least in the Eastern Block they knew it was propaganda. We are immune to the homogenization and filtering of truth so we can sleep well on our memory foam pillows in the haze of the latest analgesic, because life is just too stressful to get a full nights rest.
For the love of the gods….
Posted by: luci | 05/05/2011 at 07:09 AM
Wow! I had no idea how creative, controversial, and socially aware Benetton was. I only remembered their trademark long sleeved shirts with stripes. It's ironic that people still consider Benetton a "preppy" brand that caters to those with their noses in the air when the company is so truly so dynamic and edgy when promoting global crisis and despair. Quite a fascinating article.
Posted by: Ham Sandwich | 05/05/2011 at 07:05 AM
"Controversial???" - This is the everyday reality of life on planet Earth. Always has been, always will be.
Posted by: axiom | 09/07/2010 at 11:17 PM
I'm sorry to say these ads do work...think about it...we are looking at them now and bloging about them that means they are working. If they were totally ignored and didn't register...they would disappear...WE MAKE THEM WORK WHAT EVER OUR OPINION.
Posted by: TIM DEVLIN | 09/07/2010 at 04:19 PM
What does it have to do with sweaters? I noticed but until I saw this article I had no idea what Benetton was.
Posted by: ManOfReaction | 09/07/2010 at 12:30 PM
The point is.......PEOPLE NOTICED. Benetton made an impact with their advertising and they are remembered for it. Isn't that the whole purpose of an advert.
Posted by: Martin | 08/31/2010 at 04:15 PM
There are some people who are stll frozen in the cages and still follow the false pseudo of the old canon.
Posted by: Teluu | 08/31/2010 at 03:14 PM
Toscani has made some dramatic photos with dramatic statements, which most people will not forget. However, Benetton is a clothier, and he has used Toscanis' class in photography to link his name to be hopefully be remembered thoughout the world as an equal in artistry. Toscanis' field really has no true relationhip in regards to clothing. I feel that Benetton would be better off to use his own line of eye catching, remembering effects to rouse the public to awareness to his uniqueness in public design and not to piggy back off another in another field of expertice. That said, this was done in poor taste and does not do Benetton any favors.
Posted by: Sonic | 08/31/2010 at 03:14 PM
It is not surprise comming from an Italian. They have always become the agent of white suprimacy. I am sure he is a christain too those who believe in spreading hate and lies to promote thier ignorant of knowledge of the world.
Posted by: Teluu | 08/31/2010 at 03:07 PM
I honestly see nothing wrong with these pictures, I like how they have the guts to print these photos and have a meaning behind it which people seem to think are "racist" or all that like, how is having 3 hearts with the words white, black and yellow is considered racist and a black woman breast feeding a white baby. If they didn't have permission to print the photos like the mafia hit by the looks of it then I can see why it could be controversial but if they had permission, let them. Humans are the most moronic creatures on earth and will forever be racist, homophobic, blah blah blah and will always make controversy over 'small' things
Posted by: Me | 08/31/2010 at 02:24 PM
Exactly how many people can afford anything from Benetton on a regular basis? Where I live Benetton has a store in the richest/highest priced mall and nowhere else. Sure you could say that they are targeting the rich people who can donate money to help the causes with those ads, but do you really think those fashion designers would want one of their designs on someone dying of AIDS?
And to Shane W, I am a photographer myself, and those disturbing photos from idiots are actually not easy. It takes a great deal of skill and editing, especially back in the days before Photoshop.
Posted by: Photographer | 08/31/2010 at 11:29 AM
I believe the UNITED COLOURS of Benetton is the point of them all and the photographs depict the contrast to unity given the particular periods in our history - in transcendence of "COULORS" as a particular word depicting the obvious identification of "DIFFERENCE."
These are stark contrasts showing the futility of even trying to find a balance and equality in man and yet the idea can be powerful in a clothing line or Brand name where all of humanity can don these coloured sweaters and blend in without regard for race, gender, sexuality, or religion.
We in the mask of the clothing can find equality -yet we cannot do so in our own skin.
These are very insightful and meaningful Ad's.
We are more "UNITED" wearing costumes than we could ever be in our natural state. It is pointing out our ignorance and at the same time pointing to our ability to find salvation.
I shudder when I hear the words "Where's the Humanity." The carnage you witness is "The Humanity." Humanity is less moral than any other species on the planet. Benetton begs the less obvious question, "Where’s the Soul" or "Where’s the Spirituality or Divinity" that should be our intrinsic nature (in absence of organized religion- but more so the introspective search for meaning and transcendence).
The outrage is an obvious reaction as it acts like sand paper stripping away our illusions and the insulation of cultural indoctrination challenging us at some latent primordial level to wake up to the atrocity and quit clinging to the unjustified ego comfort we embrace so easily.
Well done. Hire that guy back! Boycott Sears for not carrying the product and stop reading the papers that censor the ad.
Oh yeah – big business owns the media and they run the government…
Lets not upset the apple cart. At least in the Eastern Block they knew it was propaganda. We are immune to the homogenization and filtering of truth so we can sleep well on our memory foam pillows in the haze of the latest analgesic, because life is just too stressful to get a full nights rest.
For the love of the gods….
Posted by: Wayne Adam | 08/31/2010 at 11:16 AM
What's Benetton? Never heard of them. While the photos are compelling and thought provoking, what do they have to do with selling clothes? In their proper context they are great but not for selling clothes.
Posted by: MaggieMae | 08/31/2010 at 09:47 AM
I have to agree to a point with David P. "If these pictures were from National Geographic there would have been far less (if any) controversy". However, I totally agree with Anthony Z. And what's with Shane W? You can spell aesthetic but not a simple word like ads? Wattup with that?
Posted by: Brian | 08/31/2010 at 09:17 AM
I think Benetton is trying to show to th public what they cannot see or accept otheriwise are the facts of life.....injustice, racism, hypocracy, diseases etc etc. people wake up and try to do something about it!!!!!
Posted by: noorie | 08/31/2010 at 08:50 AM
Interesting. If these pictures were from National Geographic there would have been far less (if any) controversy. However, to use them as an advertising campaign is purely a product of greed and poor judgement. As pictures representing human interset, I have absolutely no problem with them, with the possible exception of the invasion of privacy such as the murdered Italian.
Posted by: David P | 08/31/2010 at 08:15 AM
i would take the ads at face value and appreciate the content if the context was not squewed by the fact that these statements when meant to sell consumerist goods. WHILE benetton is consummed by the overmaintenance of Looking so good in their clothes the real world is going on trying to find further answers to rsolve these real life conerns.
Posted by: daniel | 08/31/2010 at 04:48 AM
Not necessarily a fan of any of these ads, but one must appreciate any major commercial firm that is willing to stage such ad campaigns that they know full well will incite controversial, and therefore economic, backlash against them, and their products.
Posted by: P.J. | 08/31/2010 at 01:16 AM
Controversy sparks a reaction, but these Benetton adds are beyond grotesque and serve no purpose. No aesthetic quality whatsoever. Yes we are all different with our different customs, beliefs, values and so on. But when you degrade humanity in doing so you degrade yourselves. Pulling Benetton off the Sears shelves won't be the least of their worries. What an outrage. Any idiot can go onto National Geographic and pull off disturbing photos.
Posted by: shane w | 08/31/2010 at 01:09 AM
Wow! I had no idea how creative, controversial, and socially aware Benetton was. I only remembered their trademark long sleeved shirts with stripes. It's ironic that people still consider Benetton a "preppy" brand that caters to those with their noses in the air when the company is so truly so dynamic and edgy when promoting global crisis and despair. Quite a fascinating article.
Posted by: Anthony Z | 07/28/2010 at 10:33 AM