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Benetton’s ‘unhate’ campaign – coming to Australia?

Benetton’s ‘unhate’ ad campaign, which this week caused political ructions for featuring statesmen and religious leaders kissing, is expected to arrive in Australia next year.

A Benetton spokesperson told Mumbrella that there were no plans to localise the campaign for Australian audiences by featuring prime minister Julia Gillard and oppostion leader Tony Abbott kissing.

The Italian clothing retailer, which is famous for its controversial advertising, withdrew one outdoor execution that featured the Pope kissing a leading Islamic figure after a public outcry.

The company issued the following apology:

We reiterate that the meaning of this campaign is exclusively to combat the culture of hatred in all its forms. We are therefore sorry that the use of the image of the Pope and the Imam has so offended the sentiments of the faithful. In corroboration of our intentions, we have decided, with immediate effect, to withdraw this image from every publication.

Benetton does all of its advertising inhouse.

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