Or maybe learn too well.
Last year, I published the story of advertising campaign Antonio Federici, a brand London gelati (ice cream, ice cream, butter, sorbet or whatever they are called in dialect), who starred in two models for making a priest and a nun in attitude romantic / erotic while holding a can of the goods advertised, that as this is an irresistible temptation. A dozen prudes saw the ads, angry and complained to the government. The government gave the reason for the prudish and ordered to remove the ads. It was a great scandal and Antonio Federici got lots of free publicity.
This year, Antonio Federici and Contrast Creative advertising agency repeated the trick, and they came out again. Just on the eve of the visit of His Holiness the Galactic Emperor Palpatine Pope Benedict XVI to the United Kingdom, the new ad released their ice cream: a photo of a model dressed as a nun in an advanced pregnancy, holding a pot of ice cream. Beside the snow, the phrase "immaculately conceived" ( "immaculately Conceived" ), a cannon conceptual pregnant nun with the Catholic dogma of the Immaculate Conception of Mary and the "conception" (or manufacture) of gelatin , they want us to believe that so careful and thoughtful is "immaculate" and ice cream produce must be delicious.
This nun me more than last year. Less makeup is more natural, more "monastic." But I'm going on a tangent.
His campaign has another ad that has received less coverage, two priests, apparently in the act of kissing, while one holds a pot of snow and the other holding a spoon. The phrase now is a play on words that is conserved in English: "We believe in the saliva."
And to top it off, Antonio Federici change its motto to "ice cream is our religion." Honestly, that's a religion I can believe. The existence of the ice is clear beyond all dispute, which is much more than you can say about God, and the snows are richer than the hosts, so the rites should be better than snow communion. But I'm going on a tangent again.
Again, the Advertising Standards Agency (ASA) opened a case after receiving an overwhelming and gigantic amount of ten complaints (ten complaints again!) for alleged insults to Christianity, especially Catholic variant. Again, Antonio Federici replied that the intention of the ad was clearly satirical and humorous. This time it became more intellectual in his defense and said the announcement also offered a critique of organized religion, their hypocrisy and their attitude to social issues (that or I believed it: who based their political views desserts ads ?), and the offended minority should not limit its right to display your ad to the public. And again, the ASA ruled the ad should not appear in its original form because it violated the advertising code of decency and that the announcement could cause serious offense to the "numerous" British Catholic readers (something like 8% of the population). And the announcement of the priests? It seems that the ASA is still under deliberation.
And again, Antonio Federici received free advertising in a variety of media at national and even international, at the same time as the victims of obscurantism and repression art and aesthetics, and sell a lot of ice cream. Profit! References
- Antonio Federici 2010 Campaign. Contrast Creative, Manchester, 25 August 2010.
- ASA Adjudication on Antonio Federici . Advertising Standards Authority, London, September 15, 2010.
- Antonio Federici Ice cream firm vows to defy ban on pregnant nun advert in The Independent . September 15, 2010.
- pregnant nun making ice cream and causes a stir in BBC. September 15, 2010.
- 'Pregnant nun' ice cream ad faces ban in Catholic outcry in Mail Online. August 29, 2010.
Photo Credits
campaign Antonio Federici: © HighContrast, 2009 ( cityphotographer photos on Flickr)
