Seductive “Kissing Priests” Ice Cream Ad ‘We Believe in Salivation’ Banned

October 28th, 2010 - 1:50 am ICT by Angela Kaye Mason  

Oct 27 (THAINDIAN NEWS) The latest ad from the Antonio Federici ice cream company has caused quite a stir among the Catholic world, as well as other consumers. The ad was featured in ‘Look’ magazine, and has a picture of two priests dressed in full robes, eating ice cream from the tub, “in a seductive pose as if they were about to kiss passionately”, according to the ASA (Advertising Standards Authority).

The text beneath the ad stated, “We Believe in Salivation”. After complaints were filed, the ASA banned the ad, and stated, “We considered the portrayal of the two priests in a sexualised manner was likely to be interpreted as mocking the beliefs of Roman Catholics and was therefore likely to cause serious offence to some readers.” according to ‘The Independent’.

Antonio Federici was not only told that the ad cannot run again, but also that their future ads not be so controversial. An earlier ad from the company which was also banned showed a very pregnant nun in a chapel holding a tub of ice cream along with a spoon. The accompanying text read, “Immaculately conceived” and “Ice cream is our religion”.

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