United Colors Of Benetton’s ads are full of diverse elements that are very rare in the 1980s and 1990s and involve topics such as racial discrimination, religious conflicts, various political issues, and even AIDS that seem to have nothing to do with fashion. Benetton teases leaders of several countries on the theme of “unhate”. Pretty embarrassing for these mighty leaders kiss each other on weekdays! The brand has strong humanistic care and faces the audience with the most authentic and original appearance. Boldly present the contradictions and realities of the real world.
November 2018, Originally on the evening of the 21st, Shanghai would hold a fashion show called “The GreatShow”, The incident stems from a series of commercials recently released by D & G, in which clips of a model using chopsticks to eat pizza and pasta in strange poses are accused of discriminating against Chinese. Perhaps D&G never done any research on their market and arrogance took hold of them, this is very dangerous for the brand to be aware of its audience, however, I feel this ad was done purposely as some discriminatory statement of its designer was exposed on the internet, therefore, it is pretty questionable if this ad is done mistakenly or purposely.
Colin Kaepernick has been a controversial figure in the United States for recent years. In August 2016, Kaepernick chose to kneel in protest of racial discrimination and judicial injustice in the United States during the NFL national anthem, which triggered an extensive discussion among NFL players, the league and even politics. He became a leader in fighting for the rights and was therefore considered “unpatriotic” by many people, including President Trump. However, this Controversial ad campaign helped Nike sales surged 31%. After Nike enabled Kaepernick to appear on the billboard, Trump immediately stepped forward and said that the move passed the wrong message. On social networks, many netizens dissatisfied with Nike’s advertising have expressed protests by burning shoes, discarding, and cutting labels. This campaign has perfectly presented its headline “Believe in something, Even if it means sacrificing everything.”