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Benetton wins Press Grand Prix at Cannes with old-style shock tactics ad

Benetton has always been good at rattling cages everywhere, remember the old ads with Aids victims?

What the fuck this had to do with jumpers was anyone’s guess.

Now it’s up to its old tricks again with a new campaign featuring snogging (male) politicians that has, somehow or other, persuaded the otherwise sensible people on the Cannes Lions Press jury to deem it worthy of a Grand Prix.

But this campaign really is bollocks.

So far at Cannes in the Grand Prix stakes there’s been nothing of much merit at all – competent stuff, obviously, but nothing great. And juries that seem, frankly, completely clueless about great communications. Oh well, here’s hoping.

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aids benetton cannes press grand prix shock tactics

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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