From someone’s (http://secretsthatsell.tumblr.com/post/97524473/via-farm1-static-flickr-com-im-doing-my-media) media (ethics?) class:

This Benetton ad was offensive to many readers. Yet its message —that race should not matter—certainly is not offensive. Why do you think the ad was so controversial and, eventually, pulled from distribution? Would you have pulled it?

Uh, no, I would not have.  And it was controversial because we are living within the confines of antiquated thinking.  Average people thinking average old thoughts questioning nothing criticizing everything and keeping things the same.