On Wednesday, the house unveiled its first major brand advertising campaign in more than a decade, titled “Unhate.”
The images are of global leaders kissing: U.S. President Barack Obama locks lips with China’s Hu Jintao and with Venezuela’s Hugo Chávez.
A picture of the Pope embracing one of Islam’s leading figures, Ahmed Mohamed el-Tayeb, the imam of the al-Azhar mosque in Egypt, was hung from a bridge near the Vatican early Wednesday.
Alessandro Benetton anticipated that this ad would be the most controversial. “We could be excommunicated,” he said, only half-joking.