Things got rather heated at the recent Cannes Lions International Festival, where U2’s Bono openly criticized Apple for their lack of promotion of his HIV/AIDS nonprofit (Red), at one point referring to them as a “religious cult.”
Per AdWeek.com, the comment/rant took place during a seminar, which also included Apple’s Senior Vice President of Design Jonathan Ive. Bono first criticized Apple for not publicizing their philanthropic efforts for (Red) saying they are, “…so f*cking annoyingly quiet about the fact they’ve raised $75 million. Nobody knows!”
Bono then continued saying that even when Apple designates items for (Red) efforts, the nonprofit’s logo is often covered up and demonstrated this by showing off a (Red) iPad cover.
"Where's the (Red) branding?" Bono said directly to Ive. "Nobody can see that. This is modesty run amok. This is the Apple way. They're like a religious cult."
While Bono is a powerful man, the fact that he went after one of the world’s biggest corporations shows a level of guts few people likely have. It also further demonstrates how much he believes in (Red) and the goal of living in an HIV/AIDS free world.
Call me crazy, but I think after this incident, Bono will have a number of brands come forward that are willing to broadly market (Red).