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FIFTH COLUMN
Of Marcello Veneziani
The Benettons not only produced sweaters and managed highways but were the first local factory of global ideology. They were not only sponsors but also precursors of the ideological alphabet, symbolic and sentimental of the left. They were the bridge, it's worth saying, between the multinational interests of global capitalism and the Americanization of the planet, with their profits and their marketing and anti-racism messages, against sexism, in favor of society without borders, lgbt, transgressive and progressive. Their campaigns, entrusted to Oliviero Toscani, they tried to unite the shock side, which often bordered on bad taste and a punch in the stomach, with the progressive humanitarian message: multiracial society, without borders, without distinctions of sex, of religions, of ethnic groups and peoples, with special attention to minors. Remove barriers everywhere, except at toll booths, where it comes to taking tolls. Benetton recently also carried out humanitarian campaigns on immigrant boats and launched a video "against all resurgent racism". The connection between sermons on the skin of the desperate and selling sweaters or charging cars tolls is mysterious. Read More