The image that was pulled from the latest campaign from Benetton as requested by the Pope. But Benetton has always built its brand on controversial, provocative and visceral images that shock us into reflecting on current political and international situations.
"We must express the firmest protest for this absolutely unacceptable use of the image of the Holy Father, manipulated and exploited in a publicity campaign with commercial ends." Vatican spokesman Federico Lombardi said.
Unfortunately, if you are going to be in the public eye, your image will be exploited, rightly or wrongly. It is unfortunate that people see this as an attack on the Catholic faith. Would it have been received differently if this campaign was created not for commercial purposes but for an NGO instead?
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