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Photographer Oliviero Toscani, the man who turned disturbing images of human tragedy into a sales pitch for Benetton, has taken a similar approach for Filippo Berio olive oil.
Toscani chose the massive, stinky, used tire dump in Westley, Calif., as the backdrop in a new print ad (shown here) for the gourmet cooking product. The grainy photo, coupled with a crisp product shot, is intended to highlight the brand’s environmentally minded tagline: “Message in a bottle.
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