Obama kissing Chinese president

United States of Benetton released one of the most controversial advertisements of all time in 2011 showing China's president kissing Barack Obama. The image reads "Unhate" promoting sexual equality, but also peace between the conflicting countries. This ad likely offended many people, but it undoubtedly stuck with every single one of them. Where do you draw the line between memorable and offensive in advertising? Controversy is a very effective way to be remembered as a company, but it may create a negative connotation with the brand. Was it disrespectful to show two very important men kissing?....probably, but will i forget this advertisement?...definitely not.

Although, memorable I have no clue what United States of Benetton sells or even what the brand is. The main thing that stuck out was"Unhate" in the left corner. My immediate reaction was that the company promotes love and peace which is a good thing. Despite a positive message the advertisement does not hint at what they sell, it just states the name. It would be more effective if they said "United States of Benetton selling the best clothes and shoes" I JUST WANT SOME CLUE AS TO WHY OBAMA IS KISSING THE CHINESE PRESIDENT.

If the advertisement did state what the products they sold were I think it would be very effective and would definitely spur interest. This is a clear example on how memorable controversial ads can be.