- Benetton, the Italian clothing company known for its shock advertising, has rushed forward its latest advertising campaign in order to highlight the war in Kosovo.
Developed with organisations including the United Nations High Commission for Refugees the press ad, which will run in papers both in Europe and the US, features the deep red of a bloodstain on a white field and the logos of both Benetton and the UNHCR.
The ad was created by Benetton creative director, Oliviero Toscani. At the unveiling of the ad, Toscani claimed advertising is the only form of communication that doesn't seem to notice that we are at war.
"We are seeking to make up for such thoughtlessness with this image, hoping to attract the attention of those who want to be really committed to humanitarian aid. We make no distinction between victims amongst the attackers and those who are being attacked," Toscani said.
He added: "This mark will stain the pages of our newspapers alongside advertising that wishes to gloss over and wipe such images from our consciences."