Recent comments by presidential hopeful Michele Bachmann have stirred up the discussion about gay marriage once again. While speaking to a group of high school…
04
Dec
2011
Jonathan Brink
The Author
Jonathan Brink
I am the Senior Editor at Provoketive. I am the author of the recently published, Discovering the God Imagination. I also serve as Senior Editor for Civitas Press, a boutique publishing firm specializing in inspiring and redemptive ideas. I am developing a new model for publishing and seek to create new opportunities for fresh and creative voices.
Occasionally, I speak on issues of justice, postmodern theology, and living a life in the way of Jesus. I leads workshops on The Practice of Love and Exploring a Postmodern Gospel at BeADisciple.com.
I am a son, a husband, and a father. I live in Folsom, Ca, with my beautiful wife and amazing three children.
Benetton clothing has a new campaign out called the Unhate Campaign. The images of the campaign show high profile enemies kissing each other. In most cases the two enemies are men. One includes President Obama and one includes the Pope.The images aren’t sexual in nature, but they are provoketive. They stir something in us, not just from an artistic boundary breaking standpoint, but from the possibility of what the image actually means. While the images are meant to shock us, its bold to suggest that enemies could actually reconcile. Our imagination runs wild when we consider that peace isn’t just possible but attainable. I applaud Benetton for taking such a risk in its advertising.
What do the images say to you?
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Coincidentally i am writing something on Benetton at the moment following on from an earlier post of mine on the subject (http://wp.me/pTiEZ-Ho). I am not at all sure I share your view that this is a courageous campaign. UCoB are employing a deliberate marketing campaign that yes may provoke but is, ultimately, about maximising sales. It is a tactic they have used for decades – I don’t see a tried and tested (and arguably expolitative) marketing technique as a courageous act.
Cdenck, I want to point out that I didn’t say courageous. I said bold and risky. There is a difference.
You’re right you didn’t – not sure why I decided you had (clearly not reading closely enough!) That said, I don’t see it as bold and certainly not risky move either – it’s precisely the same marketing campaign that has served them well commercially in the past.
That they are provocative and inspiring images is not in doubt though.