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Oliviero Toscani is an Italian photographer born on February 28, 1942, in Milan. He is best known worldwide for designing controversial advertising campaigns for the Italian brand Benetton from 1982 to 2000 Toscani followed in the footsteps of his father, Fedele Toscani, who was a famous Italian photographer.

Toscani has worked with various renowned brands and magazines, including Esprit, Chanel, Fiorucci, and Benetton He is known for using his photography to address social, economic, and political issues such as war, racism, capital punishment, and religion. His advertisements often convey messages without directly showing the product being sold, making them thought-provoking and impactful.

Throughout his career, Toscani has exhibited his work in modern and contemporary art museums worldwide and collaborated with international newspapers and magazines such as Elle, Vogue, Esquire, Stern, and Liberation. His photographs reflect on society, culture, and lifestyle, challenging hypocrisy and conformism.

Toscani's work with Benetton, characterized by provocative and socially progressive ads, garnered significant attention and controversy. Some of his notable campaigns included featuring an AIDS patient on his deathbed, addressing Mafia vendettas, and depicting a priest and a nun kissing.

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Oliviero Toscani - fotógrafo. (s. f.). Artemest. https://artemest.com/es-us/artisans/oliviero-toscani

Films, A. (2021, 8 marzo). Oliviero Toscani – A Career of Shock [Vídeo]. Anatomy Films Analog Photography. https://www.anatomyfilms.com/oliviero-toscani-career-shock/

Oliviero Toscani | Photography and Biography. (2014, 12 octubre). FAMOUS PHOTOGRAPHERS. https://www.famousphotographers.net/oliviero-toscani

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Hrivnáková, L. (2024, 5 enero). THE KING OF CONTROVERSY OLIVIERO TOSCANI. ScreenVoice.cz – The Power Of Total Video. https://www.screenvoice.cz/en/news/the-king

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What is the history of that ad?

This picture is from a Benetton ad back in 1998. They were trying to show that black and white people should be treated equally. Some people got upset because it reminded them of a sad part of history when slave women were forced to breastfeed white babies. But even with the controversy, it won awards, like the Cannes.

What is behind that ad?

The ad was trying to show that black and white people should be treated the same. It showed pictures of people of different races together, focusing on their relationships. Even though some people didn't like it, it was praised for being creative and spreading an important message.

Why are these ads controversial or considered a TABOO?

These ads caused a stir because they tackled topics that many people find uncomfortable, like race and how people see others who are different from them. Showing such intimate moments between people of different races was new and kind of shocking.

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What is the history of that ad?

The "Blanket" campaign, initiated in 1990 by United Colors of Benetton and photographed by Oliver Toscani, showcased a homosexual, interracial family, diverging from the common portrayal of lesbian relationships in advertising as solely sexual or fetishized.

What is behind that ad?

This advertisement was groundbreaking for its time, depicting a homosexual family at a period when lesbian relationships were often depicted through a sexualized and fetishized lens. It sparked discussions about inclusivity and the limits of representation in the media.

Why are these ads controversial or considered a TABOO?

These ads were highly controversial due to their portrayal of a homosexual couple raising a child, challenging societal norms that heavily criticized such arrangements. Additionally, the inclusion of an interracial couple further pushed boundaries, particularly by emphasizing that they had adopted a child from a different racial background, presenting an unconventional family structure.

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Duffy, E. N. (2017, 8 diciembre). Benetton’s most controversial advertising campaigns through the years | British Vogue. British Vogue. https://www.vogue.co.uk/

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What is the history of that ad?

The "Priest and nun" ad delves into the conflicting realms of religion and sexuality within human nature. It depicts a priest and a nun, both clad in clerical attire, sharing a kiss. This advertisement stirred up controversy and provoked outrage from the Roman Catholic Church, which condemned it as blasphemous. The campaign was orchestrated by Toscani, who had previously incited the Church's ire back in 1972.

What is behind that ad?

Toscani aimed to engage a younger demographic, the consumers of Benetton's products, by initiating a dialogue, even if it meant unsettling the Roman Catholic Church.

Why are these ads controversial or considered a TABOO?

These advertisements are contentious because they portray individuals traditionally viewed as morally pure and devoid of carnal desires engaging in overt displays of passion and longing.

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Every trace of death is benettoniful. (2019, 2 febrero). N I H I L S E N T I M E N T A L G I A,. https://nihilsentimentalgia.com/2019/02/01/every-trace-of-death

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What is the history of that ad?

The ad was created by Oliviero Toscani in 1992. It features a photograph taken by Franco Zecchi in 1982, depicting Benedetto Grado, a man who fell victim to a murder by the Italian mafia. The image shows Grado's lifeless body surrounded by blood, with his grieving wife in the background. When the United Colors of Benetton campaign featuring this ad was released, Grado's daughter was deeply upset and even considered legal action against the company.

What is behind that ad?

This advertisement sheds light on a prevalent issue in Italy at the time – the presence of mafia violence. The image, albeit somewhat graphic, serves as a stark portrayal of one of the many victims of mafia-related killings. Toscani aimed to initiate a dialogue about the violence plaguing Italy through this campaign.

Why are these ads controversial or considered a TABOO?

These advertisements are controversial because they depict the death of a man and the anguish of his wife in the context of a sweater advertisement. For some individuals, this combination is deeply offensive, particularly for the daughter of the victim.

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What is the history of that ad?

The campaign called "AIDS — David Kirby," created by Oliviero Toscani for United Colors of Benetton in 1992, featured a photo of AIDS activist David Kirby on his deathbed, captured by Therese Frare in 1990. This image quickly became emblematic of AIDS and marked the first public discussion of the disease through advertising. Initially, some people found it offensive, fearing that the brand was exploiting suffering for profit. However, David's father explained that they aimed to use Benetton's platform to raise awareness and give AIDS a voice.

What is behind that ad?

Many AIDS activists found the advertisement offensive and believed it spread fear worldwide. Consequently, a global boycott of United Colors of Benetton began. Despite this, David Kirby's father supported the ad, hoping it would raise awareness of AIDS and its devastating effects. Ironically, that same year, HIV became the leading cause of death in the United States.

Why are these ads controversial or considered a TABOO?

These advertisements are deemed controversial and taboo due to their portrayal of a sensitive subject: AIDS and the suffering it causes. By depicting the harsh reality of AIDS-related death, the ads captured public attention, sparking debate and discomfort around the topic.

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What is the history of that ad?

The advertisement, created by Oliviero Toscani in 1992, features a photograph captured by Patrick Robert. This image depicts a Liberian soldier holding a Kalashnikov rifle with a human thighbone concealed behind his back. The ad aims to address themes of racism, colonialism, cultural poverty, and violence.

What is behind that ad?

The advertisement portrays a soldier holding a human bone, which is quite startling. It highlights the pervasive violence experienced by individuals in the depicted region, stemming from cultural impoverishment rooted in colonial history.

Why are these ads controversial or considered a TABOO?

These advertisements are considered taboo due to their depiction of a human bone, symbolizing the undeniable loss of life and the manipulation of human remains. In our society, deceased bodies are typically treated with care and respect, a value that seems disregarded in the ad's portrayal.

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What is the history of that ad?

This picture is from a campaign created by Oliviero Toscani for United Colors of Benetton in 1993, aiming to raise awareness about AIDS. It features a collage of headshots of people affected by the disease. Initially appearing random, the eye discerns the letters spelling "AIDS" formed by the photos against a white background.

What is behind that ad?

The intent was to spotlight AIDS victims while also highlighting the disease itself. Notably, the focus remains on the individuals portrayed, showcasing a diverse range of races, ages, and emotions.

Why are these ads controversial or considered a TABOO?

These ads spark controversy due to their seamless integration of images, contrasting sharply with the green square containing the brand's name. This element can be perceived as self-centered and detracting from the seriousness of the issue, leading some to question the brand's sincerity in supporting the cause.

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What is the history of that ad?

In 1993, Olivero Toscani launched an advertising campaign featuring buttocks bearing the inscription "H.I.V-Positive." This initiative aimed to initiate a dialogue about AIDS during a period when marking H.I.V positive individuals was not uncommon, due to heightened concerns surrounding the epidemic. However, instead of fostering discussion, the ad was met with criticism and led to United Colors of Benetton facing penalties from the French court.

What is behind that ad?

During the AIDS crisis, extreme measures were taken in the name of public health, including cases where individuals were tattooed with their H.I.V positive status. This response stemmed from widespread fears and misconceptions about the disease, fueled by a lack of comprehensive research at the time.

Why are these ads controversial or considered a TABOO?

The controversial nature of this advertisement arises from its perceived insensitivity. At the time of its release, during the peak of the AIDS epidemic, many viewed the images as offensive and inappropriate. Consequently, United Colors of Benetton faced significant backlash, including hefty fines. The intended aim of sparking conversation about AIDS was lost amidst the public's misunderstanding and outrage.

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What is the history of that ad?

Back in 1994, Oliviero Toscani spearheaded a campaign for United Colors of Benetton featuring the blood-stained uniform of a fallen Bosnian soldier, believed to have perished between 1992 and 1995. This shocking and gruesome image surfaced during the peak of the Western media's coverage of the war. While the intention of this campaign was to shed light on war crimes and violations of human rights during the conflict, its timing couldn't have been worse, coinciding with the ongoing hostilities.

What is behind that ad?

The advertisement faced severe criticism from numerous human rights organizations, which deemed it profoundly insensitive. Additionally, Croatia, Bosnia's adversary, condemned Benetton for what they perceived as a lack of respect for their national power.

Why are these ads controversial or considered a TABOO?

These ads sparked controversy primarily due to their release timing amidst an ongoing war. The public found them unsettling, particularly considering the widespread human rights abuses occurring during the conflict.

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Duffy, E. N. (2017b, diciembre 8). Benetton’s most controversial advertising campaigns through the years | British Vogue. British Vogue. https://www.vogue.co.uk

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What is the history of that ad?

In 1996, Oliviero Toscani launched a campaign aimed at confronting racism. The advertisement featured a photograph taken by Toscani himself, showcasing three "human" hearts representing different races. However, it later emerged that these hearts were actually pig hearts. While many criticized the ad as racist, Toscani maintained that its intention was to combat racism.

What is behind that ad?

This advertisement sparked significant controversy as one of the most contentious ads ever used by Benetton. Many condemned both the brand and Oliviero Toscani as racist, yet Toscani remained steadfast in his belief that the photo, depicting three nearly identical hearts, was intended to promote anti-racism.

Why are these ads controversial or considered a TABOO?

The controversy surrounding the ad stems from its portrayal of Asians as "yellow," which is widely regarded as an offensive term. Additionally, the use of pig hearts in the ad was viewed as insensitive and inhumane by protestors.