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Benetton - Baby

Company: Benetton Group
    View Company Scorecard | Contact Company
Brand: Benetton
Ad Title: Baby
Business Category: Fashion/Apparel
Media Outlets: Print
Country: Italy
Region: Europe
Agency: Benetton Group in-house
Year: 1990
Target: Mainstream
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Laura Moody , Fort Mill, SC
That's absolutely beautiful.

Alia Stavrand Woolf , Charlotte, VT
It's a really beautiful ad.

Darus Walls , Milwaukee
Visually stunning and masterfully conceived.

Cece Benjamin , Hamilton, Ontario
I've always thought this ad to be beautiful. I never thought there was anything "gay themed" about this ad. I still don't. It's more about the beauty of our races. It never came across as a couple. Both women look like teenagers; it'd be more believable that they were babysitting. I've always taken the image simply as representation of the beauty of our
races. If Benetton intended any lesbian undertone, I don't think they were
successful in the least with this one. There's no passion, no link between the two women - and the child is just there.

Alicia , Keysonte, SD
How lovely and sweet!

Lindsey Ho , Sacramento, CA
The ad's image celebrates ethnic diversity and unity.
In order to target gay and bisexual consumers, a loving glance between a different couple (since this ad already establishes a story) with the baby in middle would be effective.

Fu , Tampa, Fl
Makes me want to buy stuff... (of theirs)!

Audrey Gilles , Brattlebero, VT
It's making me think, but I don't see this as lesbian-themed as much as I would diversity or feminism.

RJ , Detroit, MI
Has anyone noticed how "American Gothic" this is?

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Jenny Shimizu
Company: Benetton Group
Brand: Benetton
Country: United States
Region: North America
Year: 1995


Bakers
Company: Benetton Group
Brand: Benetton
Country: United States
Region: North America
Year: 1985


Crowd
Company: Benetton Group
Brand: Benetton
Country: United States
Region: North America
Year: 1984


Three Male Kiss
Company: Benetton Group
Brand: Benetton
Country: United States
Region: North America
Year: 1984


AIDS Ribbon Underwear
Company: Benetton Group
Brand: Benetton
Country: United States
Region: North America, US Regional
Year: 1999


Backside - HIV
Company: Benetton Group
Brand: Benetton
Country: Italy
Region: North America, Europe
Year: 1995


Abdomen - HIV
Company: Benetton Group
Brand: Benetton
Country: Italy
Region: North America, Europe
Year: 1995


Arm - HIV
Company: Benetton Group
Brand: Benetton
Country: Italy
Region: North America, Europe
Year: 1995


David Kirby - A 'Pieta'
Company: Benetton Group
Brand: Benetton
Country: Italy
Region: North America, Europe, Latin/South America
Year: 1992


Twins
Company: Benetton Group
Brand: Benetton
Country: United States
Region: North America
Year: 1994


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