The clothing brand, known to take up controversial societal issues, has spoken about women's equality this time.
United Colors of Benetton is known to take up societal relevant issues and has always voiced its strong opinion through advertising campaigns. At times, this has led to severe criticism, ruffling quite a few feathers - remember when they showed the Pope and the Imam kissing or - portrayed a white and black man handcuffed together. But that has not deterred the brand for continuing on its path. Their new ad campaign “United By Half” may not be as controversial but nevertheless has held on to its principles of equality and peace.
The 'United by Half' campaign was launched in the run up to Valentine's Day to start a movement of men acknowledging and celebrating women as equal partners. For this, the brand created a powerful TV film that shows the bold side of women, asking to be made equal partners in every aspect of life. This includes decision making, paying the equal share of the bills, making the first move on a man she likes, asking for equal pay, among others.
The best part of the ad are the visuals that go with it. It starts by the words, “We are not better halves, or worse. Definitely not the weaker halves. We won't settle for less. All we want is our half.”
And while ads on women empowerment concentrate only the discrimination aspect, this ad calls for men to share the burden and give women access to the half of every opportunity and aspect in life be it decision making, education, jobs, relationships, etc.
This ad which breaks the stereotypes is part of a global campaign from the brand. United Colors of Benetton launched the campaign just a few days prior to Valentine's Day and had also managed to bring in actress Kalki Koechelin and others such as Gul Panag and Meghana Bhat for the launch of the campaign.
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