Benetton’s New Ad Campaign “Unhate” – Ridiculous or Ingenious?

Upon checking my Facebook home feed yesterday, I was struck by pictures of men kissing. No, I’m not homophobic but yes, I was taken aback by them.

Upon closer inspection, I saw that those pictures are of world leaders kissing. The caption on the bottom right was Benetton’s logo. And then I understood: this is a marketing ploy aimed at something. But what is that “something”?

It seems Benetton is supporting the “Unhate” foundation, which according to their page, “seeks to contribute to the creation of a new culture of tolerance.”

While I am fully supportive of the cause, our world definitely needs more tolerance, is it really Benetton’s place to put up these ads, start the foundation and work for it?

First, I find the ads borderline offensive and somewhat ridiculous. First, the concept of “unhate” does not involve world leaders kissing each other on the lips. I see the controversy in the idea but an ad campaign revolving around activism should at least have a firm ground from which those exposed can start from. I cannot even imagine Obama hugging Chavez. Then how about them kissing?

Second, Benetton is a clothing company that does fashion. The days when my parents used to drag me there to get clothes are long over but I still remember their clothes having good quality. I mean, the raincoat my parents got me when I was five got passed down to my brothers and still exists somewhere as a memorabilia. But no matter. When a company does “fashion,” is it also in its spectrum of business to go the activism route? I hardly think so. I am not the most knowing when it comes to fashion (nor advertising) but, in my head, it makes more sense for an ad by a fashion company to make a fashion statement than for it to call for activism. The ads Benetton unleashed do not serve the former but serve the latter. However, do they even serve the latter properly?

This leads us to:

Third, no they do not because the ads are borderline irrelevant. The only traction these ads will get is via the condemning of the Vatican and the people who are shocked by these ads. Will the message be assimilated by those expose? Will they start “unhating” and “kiss” their enemies? I hardly think so. At most, those who love the ads will rave about how ingenious they are for a few days. Those offended will throw a fit and then forget about it sooner or later, simply because our attention span is really shorter than that of a fish. For a marketing campaign to remain relevant, it needs to have continuity and longevity. I do not see the Benetton campaign having either of those.

Maybe a kiss on the cheek would have been, ironically, less traitorous than a kiss on the mouth. I don’t understand how the concept of “unhate” can happen when you’re ridiculing the beliefs of two of the world’s biggest belief systems by having the Pope kiss the Sheikh of Al-Azhar. Or it could possibly be old-fashioned yours truly who believes that tolerance starts with respecting the different other. I don’t see much respect into getting a photoshopped Obama french-kissing a photoshopped Hu Jintao. But what’s worse is that many people won’t know these pictures are indeed photoshopped and will assume that the Pope in fact kissed Sheikh Al Azhar or that Angela Merkel is now having an affair with Nicolas Sarkozi. People will assume the pictures are “real” and once the ball gets rolling with “reality” there’s no stopping it.

These are the controversial ad pictures:

North Korean and South Korean presidents

Obama and his Chinese counterpart Hu Jintao

Obama and Chavez

Mahmoud Abbas and Benjamin Netanyahu

Angela Merkel and Nicolas Sarkozy

The Pope and Sheikh Al Azhar

 

And to make things even more absurd, the ads are not even original:

Lebanon’s Syrian Occupation – A Persistent Matter That Should Never Be Forgotten

April 26th, 2005. As those last trucks carrying those Syrian soldiers left our land, many Lebanese drew a sigh of relief. Many thought that chapter of their present was finally going down to the history pages of the books in which it was going to be written. They also wished it would stay there, indefinitely.

What those people didn’t think of, however, was that their struggle with those Syrian soldiers and regime that occupied their land for over thirty years would be forgotten a few months after those soldiers physically left their land. Those people never thought that whenever they spoke about a Syrian occupation of the country, they’d be ridiculed by people. “There’s no such thing as a Syrian occupation. They’re a fellow Arab nation,” is many of the things you’d hear being said. As if them Arabs can never do wrong to Lebanon.

Those who say the Syrians never occupied Lebanon refer to the Israeli occupation of the Lebanese South and suggest that as a model of occupation. So let’s dissect the Israeli occupation of the South, based on what a Shiite Southern friend of mine told me on numerous occasions of what went on with the lives of the people.

Once upon a time, there lived a certain part of the Lebanese populace under the tyranny of a Zionist Israeli regime. They were afraid to go out of their houses after 6 pm because of patrol vehicles that the Israeli army would deploy. The vehicles didn’t usually do anything to them but the idea of them hovering there was unnerving and frightening. Many were forced to work for Israeli companies and, eventually, using the products made by those companies as their source for food, water, etc…

Their cars had special license plates that they removed as they got to Lebanese-Israeli checkpoints and replaced with Lebanese ones to avoid any reactions on the Lebanese side. Those license plates were reversed as they came back through the three hour checkpoint to avoid any repercussions on the Israeli-occupied side. Men, upon turning eighteen, were forced into joining the Israeli army, causing their families to get them to flee to Beirut or other non-occupied areas of the land mostly out of fear of how their sons would be seen after the South was liberated and because they didn’t want their sons serving the enemy’s army.

Their biggest fear was not of the Israeli army per se, but the idea of occupation and having those foreigners be your boss on your land. They were afraid, however, of the Lebanese people who joined the Israeli army and, to signal their power, treated the sons and daughters of their country badly. Israel ran the hospitals, school, etc… that existed in the South, simply because there was no Lebanese State down there. In a way, the occupiers were the people’s providers. The Southerners naturally and justifiably hated that.

The main fear of those Southerners after the Israeli withdrawal from their land was how other Lebanese would perceive them: would they be seen as traitors or would they be welcomed with open arms? Would those Lebanese know that it was really out of their hands or would they think that they were happy with the status-quo of the occupation?

Even after withdrawal the Israeli army kept breaching Lebanese sovereignty via their airplanes, army men, etc…  The Israeli withdrawal was not left as is after 2000 but was tarnished by many displays of force by parties on both sides: Hezbollah on the Lebanese side and the Israeli army on the other one, culminating in the 2006 Lebanon war, of which a friend tells her story here.

And as any occupier does, the borders of “their” territory were planted with landmines and other explosive weapons to deter “outsiders” from approaching.

As you can see from the little anecdote I wrote, the info in which are almost verbatim what my Southerner friend told me, the Israeli occupation can be described as follows: it was a psychologically exhausting experience where you had outsiders ruling your land, taking your men and women to enroll in their army and work in their factories. They took over the hospitals, threatened you via their Lebanese proxies and the combination of every aspect of the situation put the Southern Lebanese into a dilemma of whether they would be welcomed or not.

Now let me tell you what I lived through over fifteen years of the Syrian army occupying my hometown, district and every other part of the country except the Lebanese South.

Once upon a time, as the Southern Lebanese populace struggled with their occupation, another part of the population had a struggle of its own. And I was part of that population. We were afraid to speak out against that army. I remember finding their presence around very peculiar, especially that I rarely saw Lebanese army personnel at the time. But I was repeatedly told not to express my opinion regarding the issue by my parents and every family member who had heard my instinctive self speak out. We also couldn’t formulate honest political opinions, first and foremost because politics was rarely discussed in households mostly out of fear and second because those political opinions were mostly against the army present in your land. Syrian workers, present in a substantial majority all around you, held a power that no foreign worker should have. They walked around as if they owned the place, fueled by the protection they got from having a member of their country’s army present almost everywhere.

We were allowed to roam more or less freely  but we had to go many Syrian army checkpoints along the way to our destination. Now how is that normal? I find Lebanese army checkpoints to be out of place today. How about checkpoints made at more frequent intervals by an army that doesn’t belong there? My grandfather’s ambulance was stopped at a Syrian army checkpoint back in 1987 and didn’t let it pass. My grandfather ended up not arriving to the hospital alive. He was 45.

Many of the Lebanese who lived where Syrian influence was god found it better to leave Lebanon to countries where freedom ruled. This immigration is key to understanding the demographic differences many speak about in the country today: the big Christian minority and the dismal Muslim majority. Christian numbers were decreased through the influence of Syrian occupation over the course of its existence until their say in the country’s affairs was rendered minimal, something we’re still paying the price of today.

Whenever a leader emerged as counter-Syrian, he/she was either thrown in jail, exiled or eradicated. The oppression was so high that most newspapers ran formulated news about how peachy things were. TV networks were not allowed to speak up. Elections were rigged up to points where a dismal 10% Christian participation in the 1992 parliamentary elections was considered by the Syrians to give unearned jurisdiction for their appointed parliament. The political scene of Lebanon was stripped down from any politician who dared speak up. Those who went with the status-quo were given power. Those who did not were silenced. One way or another.

Whenever someone spoke up, they found security personnel knocking their doors down, taking them inside army trucks and taken to Anjar where the Syrian-Lebanese proxies did their work. Till this day, many Lebanese men and women are still missing after being kidnapped by Syrian forces and unlike the Lebanese-Israeli prisoner situation where all the prisoners have been liberated, no one knows where these prisoners are or if they’re even still alive. Many activists were killed for speaking up.

The only breach of Lebanese sovereignty that people speak about is the Israeli one. When Syrian army members cross the border to kidnap Syrians from inside your borders and take them to Syria, no one thinks of that as a breach of jurisdiction. But when an Israeli warplane crosses the Lebanese atmosphere some ten thousand feet up in the air, we throw fists about how that is a breach of our land. Call me old fashioned but I don’t care about an airplane hovering over my land when you have a foreign army crossing into your land on very frequent basis to do military operations and kidnap members of their country’s opposition, which came to Lebanon’s democratic atmosphere seeking refuge. This Monday, November 14th, the Syrian army entered our land and kidnapped a Lebanese citizen. The government said nothing.

As we speak, the Syrian army is putting landmines on its border with Lebanon, especially in the North, to secure those borders. This is happening without approval from the Lebanese authorities and these landmines are being placed inside the neutral region of the border. Lebanese authorities can’t do anything about it.

While Southerners were worried more about Lebanese proxies for the Israeli occupation forces, the same applied for people who lived under the atrocity of  the Syrian authorities in Lebanon. In North Lebanon, Sleiman Frangieh’s Marada ruled supreme. They complemented the Syrian army’s ruling of the land by making up the rules as they want. Their members carried out personal vendettas against people and made it all seem “legal.” My mother almost had a miscarriage when she was pregnant with me when a Marada member entered my dad’s shop and held the gun to his head. No one could have done anything had he pulled the trigger.

As you can see from that little companion to the first anecdote, the other side of the occupation of Lebanon in the later part of the 20th century (and beginnings of the 21st) was very similar to what the Israelis did in the South. The only difference between story A and story B is what my friend Elia eloquently described in a note she wrote as part of a dysfunctional family.

She comes up to her mom, in tears, more afraid of her reaction than she is of the devil that just tormented her. With her choked up voice, she said she was hurt, really hurt. Her mom was concerned, genuinely protective of that teenage spirit. Once mom knew that someone so close, her own brother, had raped her daughter, her mind went blank. Instantly, her motherly instinct was tearing her insides apart. She crumbled in a way she never thought possible, with her mouth open, and her looks hollowed out.

How can someone so close hurt this way?

Furious anger waves soon came over her crashing. She was shouting, boiling. Hot and cold emotions invaded her being so violently that she barely made sense of them. She wanted to voice out her pain, free her weeping daughter from this misery, find the culprit and strangle him with her bare hands…

But her hands were somewhere else. One was holding the poor creature so tight her shoulder went numb. The other was covering the once opened mouth. She wanted her to stop, stop crying, stop telling, stop hurting. She wanted her to be quiet, quiet about her story, her agony, her fault.

You see, the Lebanese population that was under the Syrian occupation is that little girl, the helpless person whose struggle is rarely understood and often ridiculed. After all, how can those Arabs who speak Arabic and eat tabboule hurt a people similarly to those Zionists who speak Hebrew and eat sabich. But what people don’t get is that those Arabs with whom many like to identify as brethren in a cause that knows no identity have done as much. They have killed, tortured, imprisoned, assassinated, terrorized, controlled the way of life and worked at the economic decimation of the region they were occupying – All of Lebanon, minus the South.

For many, the Syrian occupation of Lebanon is not seen as an occupation because many of our politicians (many of which are still active today) were accomplices to their agendas. After all, the president was assigned by an order from Damascus, executed via Anjar, and relayed to the parliament. Parliament members had imaginary ballots cast for them in order for them to hail a previously known victory a few minutes after the polls close.

For many also, the Hariri dynasty is to be blamed for our economic woes. What is not known, however, is that our economic woes start with the political instability that was residual from our civil war and kept floating by the Syrian regime who tore at our every foundation as a nation, taking whatever income the country generated and using it to make their country one of the few on Earth with no debt to any foreign entity.

There are some who said – to my face that is – that “Christians deserved what the Syrians did to them for their betrayals. We need to ally ourselves with the Assad regime like Michel Aoun is suggesting, against the sunni extremists of the region” This post is to that person and everyone who thinks like him. This is to tell him that the Syrians were the one who forced Aoun to stay in France for over fifteen years. But yet again, our working memory as a nation is shorter than that of a fish. How can you ask for an alliance with a leader who’d kill a thirteen year old and send his mutilated body to his parents? How can you hope for the protection of a president who turned one of his country’s major cities, Homs, into a near dead zone and is still wreaking havoc to it? How can you ask to be under the moral auspices of someone whose morality does not stop him from killing over 3500 of his people just because they opposed him? How can you ask for the protection of a ruler whose regime was thrown out of the Arab League by countries whose legacy of political dormancy is their tell-tale?

You see, I’m not saying we suffered more than the Southerners. That is not the point I’m trying to make – not even close. I’m hoping that somehow those who think we had it easy know that it wasn’t the case. They need to know that the Lebanese who suffered under the Syrian rule were as badly hurt as those who suffered under Israeli occupation. There are no superlatives to be used. It is a matter of equality in suffering.

Here’s hoping for a day where, upon writing the history of Lebanon in hope of reaching a state of national conscience, we can look in an objective eye at what everyone suffered and say: we’ve been to hell and back – all of us as a nation, that is. It is only then that we can attempt to consider a solution to our political system. What’s the solution to our political system? Federalism. But that’s for another post altogether.

Cultural Terrorism in Lebanon: The Adventures of TinTin in the Country of Brainless Censorship

Welcome to Lebanon, the country where blocking a director’s name off his movie poster is apparently our *awesome* government’s way of affirming its power.

The latest incident of cultural terrorism in Lebanon is having Steven Spielberg’s name hidden off TinTin’s movie poster, simply because Spielberg donated $1 million to Israel during the July 2006 war. While I am firmly against what Spielberg did, as I am against anyone who actively supports acts of violence either financially or morally, does this really warrant this ridiculous act of hiding his name?

Spielberg is Jewish so it is natural for him to feel some compassion for the state of Israel – regardless of whether we like that or not. The same applies to many Sunnis in Lebanon who feel loyal towards Saudi Arabia and many Shiites who feel loyal to Iran. It’s just the way things are. If religion is important to you, you feel strongly about countries where your religion has a good stronghold. It doesn’t mean it’s right, it just means it’s there. If religion is the least of your concern, well, power to you for being”free”.

But before we start thinking about banning movie directors’ name off their movie posters, why don’t we contemplate this:

1) If we’re going to have a problem with every Hollywood director or producer who has Israeli-ties, then the only array of movies we’ll have in our theaters will be the crappy Egyptian movies we get and the occasional Nadine Labaki movie which takes our theaters by storm (PS: If you haven’t watched Where Do We Go Now? yet, what are you waiting for?)

2) The act of blocking Spielberg’s name off the poster is simply ridiculous. What end is served through the decision to do so? People won’t know that he’s involved in the movie when his name is flashed on a huge screen in front of them? It would have made more sense to have the movie banned in its entirety, not that would be acceptable in itself. Tintin is an animated movie based on a hit comic series that many of us have grown up reading. The fact that this agenda-less movie is being targeted in a flimsy “ban” is beyond ridiculous. It’s simply egomaniacally stupid.

3) For those who are probably furious that I’ve somehow, in a nonexistent way, shown “compassion” towards something Israeli, this is far from the case. In fact, if Tintin had been “Waltz with Bashir,” I would have probably been less offended by whatever’s taking place with Tintin today. While I could simply download the aforementioned movie, I would have understood not having it play in our theaters, simply because it’s an Israeli production. But Tintin is not an Israeli production, even if an Israel-compassionate person had a role in doing it. If Tintin had been serving some hidden pro-Zionist agenda, which as I’m writing this seems hilariously ridiculous, then perhaps I would have understood an act of banning in any form towards the movie.

4) Our country needs to start getting accustomed to the idea that, even in these simple ways that it does, it shouldn’t “silence” those that are different from us. We pride ourselves that we are a beacon for freedom of speech in the region and we most definitely are. But things like this “ban” put a damper on what is, truly, an innovative country that we have. The fact that Tintin was played in theaters across the region without a hitch is a clear indication that our lovely government (or whoever issued the Spielberg ban) is out of its mind. Maybe the government should start caring less about blocking a director’s name because of a Wikileaks article and more caring about fixing the internet situation of the country (I still haven’t gotten my upgrade!).

5) Just for your reference, this is a list of actors, actresses, directors, producers & singers who have ties with Israel, be it moral or financial: Adam Sandler, Annette Bening, Arnold Schwarzenegger, Ashton Kutcher, Ben Stiller, Billy Crystal, Bruce Willis, Dustin Hoffman, Halle Berry, Harrison Ford, Kathy Bates, Kevin Costner, Kobe Bryant, Madonna, Frank Sinatra, Natalie Portman, Nicole Kidman, Paula Abdul, Norah Jones, Robin Williams, Sarah Jessica Parker, Tom Cruise…. and the list can go one to list hundreds of other names. All of these people are entertainers that provide us with movies and songs that we love. How about we ban all of their movies, music and anything they’re affiliated with?

The sad thing is this isn’t the first time this happens. First it was Gad Elmaleh, then Lady Gaga’s album, which was later unbanned, passing by an Iranian movie against the Islamic revolution: Green Days. When will Lebanese cultural terrorism stop and we begin to care less about a person’s political,  religious or whatever affiliation they may have and care more about what they’re providing the world with. If you think it’s offensive, you can CHOOSE not to be exposed. But you have NO RIGHT to force your own views on other people who don’t share them in any way whatsoever. As for me, I may have not wanted to watch Tintin but I’m definitely going to now.

So dear Hezbollah, protecting your precious arms doesn’t start with you blocking every single that that is related to the root of your weapons. Culturally terrorizing the whole Lebanese population into believing that if something isn’t approved by you then that thing shouldn’t work is NOT acceptable. Instead of having Lebanese traitors, whose dealings with Israel are as clear as the sun rising every morning, almost getting no jail time (Fayez Karam in case you’re wondering), Hezbollah is offended by Steven Spielberg’s name on a movie poster. You see, a movie poster is simply a weapon of mass destruction.

Hezbollah allies speak of “change and reform.” Well, where is change and reform when you truly need it? Or does it apply to some internet upgrade through a submarine cable that’s suffering from more outages in its month of service than the whole Lebanese internet sector has had over the past two years? Perhaps Mr. Aoun, instead of being Hezbollah’s little minion 24/7, you’d pass some of the freedom values you might have learned in your fifteen year stay in France because of Hezbollah’s BFFs?

Lebanese Politicians Fighting Live on National TV

Allouch VS Chaker – round one.

They say a picture is worth a thousand words… how about a video?

This is embarrassingly hilarious and also sad. I have no idea what the context of the discussion was but you know something’s seriously messed up when something like this happens.

AUB Elections: Vote Students At Work

You know what baffles me about pro-Hezbollah (and affiliates) people attending AUB? They tend to forget that it’s the AMERICAN University of Beirut.

All they do is go there and bash the American system left and right, totally ignoring that they are in the midst of what they’re criticizing. I guess the Lebanese proverb: “2e3ed b7edno w bientof bida2no” applies here. And you know what’s even sadder? The Aounists that join Hezbollah, SSNP and other political parties in their chants against the “American devil.” You’d think they would know better than to be this brainwashed.

Let’s get one thing straight: as an AUB student who graduated back in 2010, I voted three times in my university’s elections and was almost nominated twice with Students at Work. I have every reason not to want to support them but my reasons are personal and not as relevant to the greater picture. But here’s what you need to know: the amount of work any student body would put into enhancing your student life is minimal. But at least with Students at Work, you know they will actually attempt to do something and not live in the orgasm of their victory for a whole year straight.

The independents didn’t do anything as well the year they won via a political play with March 8th people, which happened to be during my junior year. Students at Work needed one more seat in the Faculty of Arts and Sciences back then, one they had relinquished in my year to leave an open list. Their list would have won if it had been fully closed.

With Students at Work, you’ll know that AUB’s Main Gate will not turn into a shouting fest where a slogan calling for the death of a major Lebanese leader is chanted and celebrating the assassination of one of our country’s most inspiring presidents. With Students at Work, Main Gate will not turn into this.

So come Wednesday and you’re standing in front of a ballot, thinking about who you need to vote for, remember that you are at the American University of Beirut because you and your parents believe this is the best education that can be provided in Lebanon today. Remember that the level of the university you’re in is not the way it is because of people whose daily habits have hypocrisy written all over them and remember that your future endeavors, soon after finishing your degree, will not take you to Iran. You’ll be going to the United States, Australia, the United Kingdom and France. Don’t be a hypocrite. Vote Students at Work. It may not change your scholastic life but at least you’ll know you’re voting with the air of freedom of the institute that is providing your future.