In an egregious overstepping of advertising regulations, the United Kingdom’s Advertising Standards Authority has barred this ad for Antonio Federici ice cream from appearing again, after it showed up in Look magazine telling readers, “We Believe in Salivation,” and showing two priests about to kiss. This creative was actually supposed to appease the censors: It replaced an ad that read “Immaculately conceived” and featured a pregnant nun in a church with a tub of ice cream.
Defending the ad, the company said it did not mock Catholicism but ‘reflected the grave troubles they considered affected the Catholic Church’. Antonio Federici was a Catholic company, but would continue to produce advertising that challenged the Catholic Church while it believed it remained troubled, it added. Upholding six complaints about the ad, the ASA noted the ad used the text ‘We Believe in Salivation’ in reference to the taste of the product and to the image of the priests. The ASA said: ‘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.’ It ruled that the ad must not appear again and told Antonio Federici to ensure future ads were not likely to cause serious or widespread offence.
Advertising that causes serious offense is now completely off limits? Has anyone from this agency flipped through a British fashion magazine in the last five years? SKINNY PEOPLE OFFEND ME.