Israel - Benetton advertising campaign

(18 Sep 1997) T/I 11:13:21


Benetton, the Italian clothes manufacturer notorious for controversial advertisement campaigns, has turned to the Israeli/Palestinian conflict. Benetton claims it is images of peace rather than of war that will feature in their latest promotion.
The company is working on its upcoming 1998 catalogue with the theme of Jews and Arabs living peacefully together in Israel. Photographer Oliviero Toscani is the artist behind previous Benetton campaigns.
The camera shoot is taking place in Jaffa, Jerusalem and Hebron and focuses on a band of musicians, an Israeli pianist who plays in a Palestinian hotel and a pair of photographers who work side by side on the front lines of the Arab-Israeli conflict.

SHOWS:

JERUSALEM, ISRAEL 17/9
0.00 CU musician playing on hotel terrace
0.03 MS Benetton photographer Oliviero Toscani giving directions
0.04 CU another musician playing
0.08 CU Toscani shooting photos, giving instructions
0.11 MS rear view Toscani shooting photos
0.13 MS musicians playing
0.17 MS Toscani shooting, shaded by sunscreen
0.21 English NATSOT Oliviero Toscani, Benetton advertising creator/photographer: "Any picture is a political image. So we make our choice and we go for the real thing. We don't fake it up."
0.35 CU Toscani taking photos of Jewish piano player and Arab man seated at table
0.37 MS couple seated at table
0.39 WS couple and Toscani, taking more photos
0.41 English NATSOT Liz Magnes, Jewish piano player at Arab-run hotel: "I think if an advertising campaign can help the peace process or help people be aware of what's happening and make them sit and think, I'll wear anybody's clothes."
0.55 MS Toscani shaking hands with musicians
1.02 English NATSOT Oliviero Toscani: "We might have to face criticism. A lot of people don't like things that are different. Everybody likes to conform. We don't conform."
CU Toscani shooting pictures of Arab and Israeli musicians playing on terrace
1.16 MS two musicians playing
1.19 CU clarinet
1.21 WS Toscani and musicians on terrace

1.26 Vision ends

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