The Vatican is promising legal action to stop the distribution of a photo of Pope Benedict kissing an imam on the mouth. The photo is fake, by the way, and is part of a shock-factor advertising campaign by Italian fashion company Benetton that features world leaders getting fresh.
Benedict’s inamorata in the photo is Ahmed Tayeb, leader of Al Azhar in Cairo, Sunni Islam’s most influential institution. Another ad shows President Obama kissing Chinese President Hu Jintao.
The new campaign, as well as the UNHATE Foundation, a new Benetton think tank aimed at, um, communicating love, are part of the company’s social responsibility strategy.Continue reading on blogs.wsj.com