Could one say that you have revolutionised the principles of advertising campaigns by introducing social issues?
Even an advertisement which just mirrors reality in a fake and perverted way, something that I consider a pure emptiness, is a social message in its own way. Everything is a social message. I have not revolutionised the rules of advertising. I have simply done an experiment, creating alternative messages in the world of communication. Yet the aim behind my ideas is to bring in money for my client. Benetton, for which I have done numerous advertising campaigns, and which has become famous worldwide and very rich. So art cannot be separated from commercial considerations? The first rule is to enrich the customer. What changes is that you are able to enrich them in a non-trivial manner. I enrich you but in return you let me work how I want. You mentioned that images of war or death in the news or newscasts are not surprising, while within advertising it’s shocking. Why is that? Newspapers are simply the right format for that; whereas advertising, which historically should make you dream,
