luciano benetton. just mr benetton himself. yeah. very interesting, huh? you know, when i did propose whatever, everything was shocking. when i told luciano, do you think the young people are more interested in a sweater or in ideas? you were in control. you could say to them, "i'm going to build you a campaign, but i'm not "going to show a single piece of clothing." and let's talk about some of the pictures. you know, you would use deeply controversial images. you know, you would address the issues of racial diversity, you would address issues connected to illnesses like hiv/aids. one very famous image is of a man who is desperately ill, dying from hiv/aids. it's not a picture that you took, but you... ..you adapted it a little bit and you used it in a benetton advertisement. to most people, it's an image that is... ..it�*s very sad. it's deeply depressing. and these are not emotions that one associates with advertising. i mean, how does it work? how do you believe it works, that that helps... what does? i associate with advertising stupidity. glamorous gi