BBC World Business Report interviews Carl Jones on the historic Benetton advertising campaign

On January 13^th   Carl W. Jones was interviewed for the BBC World Business Report regarding Oliviero Toscani and his historic Benetton campaign.

Jones talked about the impactful and successful activist advertising campaign by the recently deceased art director and photographer Italian Olivero Tuscani for the fashion brand Benetton.

Listen here: (Jones’s interview begins at approx. 00:22:08)

The legacy of this type of activist advertising was talked about and how brands suddenly are willing to be seen on social issues, or using controversial messages as a badge for self-promotion. “Benetton is a leader in this style of paid communication  called  ‘shockvertising’ where a brand deliberately creates a controversial message in order to get talked  about in the news, generating free advertising via word of mouth,” said Jones.

Renowned Ed Bulter interviewed Jones for two BBC radio news shows Business Matters and World Business Report. Bulter is an award-winning BBC presenter, producer, and reporter of some 25 years’ experience, who’s covered business, arts, and news from around the world for both TV and radio.

Listen to BBC World Business Report at https://www.bbc.co.uk/programmes/p00fvhj7

Listen to Business Matters at https://www.bbc.co.uk/programmes/p016tl04

Learn more about Ed Butler, BBC interviewer, at https://debatingmatters.com/person/ed-butler/

See ads created by Benetton at https://www.vogue.co.uk/gallery/benettons-best-advertising-campaigns