The contraversial 1996 ad campaign using convicted criminals as models. Benetton photographed the inmates in their scrubs in the aim of making social commentary about the death penalty. Everybody is human don't kill etc. Mainly; Benetton is Ethical.
'Benetton's response is simple: There was no fraud. And there is no attempt to sell sweaters. ' (http://articles.latimes.com/2000/feb/24/news/mn-2088)
They may not have tried to sell sweaters, but they tried to sell a brand. Frankly, I don't find it that impressive anyway.