This week's perspective from Rick Byun: Just like a train wreck, it’s hard to stop watching an uncomfortable public display of affection. Especially if it’s a stolen kiss between world leaders. Benetton knew that full well and hence the launch of its creative campaign this week entitled” unhate” – depicting doctored up compromising kiss & tell photos of the powerful and mighty. Among the kissing couples were the likes of President Obama and his Venezuelan counterpart Hugo Chavez, North and South Korean leaders and the most controversial of them all, Pope Benedict XVI puckering up with Ahmed el Tayyeb, grand imam of the Al-Azhar Mosque in Cairo, Egypt. An advisor to the imam commented on how "irresponsible and absurd" the ad was. The Vatican said the mock photo "is wounding not only to the dignity of the Pope but also to the sensibilities of the faithful.” Benetton was quick to qualify its campaign’s objective as "solely to battle the culture of hate in all its forms.” The company also issued an apology stating, “We are sorry that the use of an image of the pontiff and the imam should have offended the sensibilities of the faithful in this way.” The faux-blessed embrace was removed within an hour. The communications play here has nothing to do with religion or nationality. Neither does it matter whether Benetton planned its end-game from the outset; Benetton acted smart and fast. Taking down the photo within an hour of the Vatican making a stink resulted in significant media mileage. A good solid PR Punt counts for a Touchdown here.
An account director at Veritas, Rick Byun has served as communications advisor to Ontario Cabinet Ministers and senior PR consultant for a diversity of clients in private, public and not-for-profit sectors.
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