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Benetton backs SportsSystem

Published on .

Benetton launched its first ad campaign for the company's SportSystem division, which sells skis, ski boots, snowboards, tennis rackets, in-line skates and sports apparel. The print ads, created by Oliviero Toscani, creative director for Benetton Group, are every bit as controversial as ads for the company's clothing that were banned or sued in some European countries (an exploding F14 plane, a crying Madonna, Cuban boat refugees, etc., juxtaposed with product shots). The campaign, with the theme "Do you play life?" and estimated at $27 million, will run through summer 1996.

Copyright July 1995 Crain Communications Inc.

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