This time for upmarket sex shop, Myla. No, we don’t know what you do with The Sphere either…
More from CR
Alan Fletcher, one of the greatest designers that the UK has ever produced, died last month. Creative Review opened up an online book of condolences on our blog site so that the design world could say goodbye. Here, in tribute to Alan, we reprint a selection of the comments
In the history of attention-getting advertising, writes Rick Poynor, Benetton must surely deserve a place as one of the most effective companies ever to splash its promotional message across a billboard or magazine spread. There was a time when not a year would go by without some new outrage or controversy to set the pundits’ tongues wagging, usually in disapproval, and compel everyone else to take notice of what the knitwear giant was up to now. The company’s charismatic creative director, Oliviero Toscani, was able to dream up an apparently never-ending supply of jaw-dropping stunts and dubious provocations. Neither he nor his indulgent boss, Luciano Benetton, appeared to care in the slightest if people were upset or scandalised by the company’s latest campaign. The main thing for them, it seemed, was that we should keep talking about Benetton.
Then, in 2000, all this stopped. Benetton’s Sentenced to Death initiative about killers on death row was a campaign too far. It caused enormous offence in the US and Toscani resigned. If Benetton’s ads are still provoking heated discussion and calls to tear posters down from the hoardings, it has passed me by. It’s hard not to conclude that, without Toscani at the helm, Benetton’s corporate image is a shadow of what it was.
As part of the Gap’s partnership with (Product) Red, a new AIDS–related charity, the company has produced Individuals, a collection of advertising campaigns past and present, the profits of which will go to the charity writes Tim Nelson. At $20 a copy, the book stands to make a sizeable contribution to this Bono/Bobby Shriver initiative to persuade US companies to help in the struggle to control AIDS and HIV in Africa. The Gap is also committed to donating half its profits from a new range of clothing to (Product) Red, but the aims of the book go beyond charity towards a continued promotion of the Gap, celebrity in America, and the national dream of success.