United Colors of Toscani

Advertising is a smiling carcass says Oliviero Toscani.

A series of Toscani's artwork will be a latecomer to the brand, which makes it globally known as United Colors Of Benetton. He was the creative director of Benetton in the period between 1982 and 2000. Love, War, Diversity, Homophobia, AIDS, Starvation... His works were built with these words. Toscani did not show any product of the brand. But, indeed, he shows the brutal sides of life. His work encourages us to contemplate social and political diversity. He focused solely on capturing the world's social issues through powerful photographs that were devoid of any product placement.

Advertising sells neither products nor new ideas... It only sells a fascinating and complex example of happiness.

1992,''AIDS-David Kirby''Concept; Oliviero Toscani Photography: Therese Frare

His ads show a blood-stained uniform worn by Marinko Gagro, a 30-year-old soldier who died in battle at Bosnia-Herzegovina. He photographs the soldier's clothes in the ad. He posted a photo of gay activist and AIDS victim David Kirby lying in his deathbed. Two years later, Benetton used the photograph that was colored in oil by artist Ann Rhoney in its campaign. Toscani has used his ads to address racism on many occasions. His approach often showcased diverse individuals in candid portrayals, prompting viewers to confront biases and embrace diversity openly.

1996,''Hearts'' Photo:Toscani

Communication, that's what I do. Advertising is the best way to communicate because you reach a lot of people. I still can't understand though,why people are shocked by something that obviously exist. Its like a family that avoids talking about real problems.

Benetton's advertisements aim to connect on a personal level by using imagery to engage with consumers through shared socio-cultural perspectives, emphasizing communication beyond direct product promotion.

1990, ''Blanket'' Photo: Toscani

Toscani revolutionized the advertising world. He makes a massive impact by showing visual information in one photo to depict the world in real life. He clearly creates a wholly different advertising world by showing real people, life, and the world.

Advertising agencies don't care about a better world in the end. They are servants of their client: what the client wants is what they get. Their only problem is to not lose the budget. I think its a shame because advertising is so boring and it can be so interesting. They should ask more artist to make interesting campaigns.