Benetton is no stranger to provocative ads, especially those that have some sort of social or political agenda. This year, it’s focusing on violence against women, an issue affecting so many victims around the world. The clothier has linked up with the UN to deliver a campaign with a profound message: an image picturing a woman sitting in the center of a circle of men who are “stoning” her with petals.
Benetton’s ads have drummed up plenty of controversy in the past. The UnHate campaign from 2011 pictured world leaders kissing each other on the lips, which ruffled more than a few feathers, particularly those of the Catholic church. One ad showed Pope Benedict XVI kissing Sheikh Ahmad Muhammad Al-Tayyeb, which the Vatican promptly called to be removed.
This new campaign was created in tandem with the UN’s International Day for the Elimination of Violence Against Women, which takes place today. Benetton brings the campaign to life in a 30-second spot added to its UnHate news website, through which users can submit the types of news stories they’d like to hear about.
Watch the powerful spot below.