What is it about this ad that is bothering me?
Is it the use of Africa as a background, giving the impression that Bono and his wife are intrepidly visiting a wilderness, with only a photographer, stylist and lighting crew to protect them from the wild beasts?
I know I know, it's just an ad.
But I thought one of the problems which Africans have to deal with is that westerners perceive them as coming from a place which is not quite civilised, which has to be "explored" and "tamed". I would have thought that an "Activist" like Bono would be wary of spreading this cliched and outdated view of Africa.
But it can't just be that, can it? Is there something else that I'm missing?