Antonio Federici Ice Cream Religion
The 2010 campaign for Gelato Italiano shows a heavily pregnant woman dressed as a nun standing in a church holding a tub of ice cream, with the text, “Immaculately Conceived … ICE CREAM IS OUR RELIGION”.
In another ad from the campaign, two male priests in cassocks and clerical collars are poised for a kiss with ice cream, with the text, “We believe in salivation”.
Although both advertisments involved little words, the religious depiction says all. The language of our knowledge generalizes nuns and priests to be of holy background. Therefore, the depiction of a pregnant nun turns heads as we all know that nuns are supposed to practise celibacy. With the addition of the words “Immaculately conceived.. Ice Cream Is our Religion”. This immediately triggers our knowledge of the Virgin Mary who immaculately conceived baby Jesus. The advertisment was probably trying to bring across the message in a satirical manner that even such a holy person is captivated by Antonio Federici Ice cream, hence it must taste heavenly. Therefore it can be said that this linguistic usage allows viewers to understand the meaning of the advertisment in terms of another, even though it did not explicitly say so.
Same with the two priests who are in close proximity and gazing into each others eyes. It is obvious linkage to homosexuality and both subjects are labelled to be Gay. In this advertisment, it is probably trying to bring across the messsage that even in such a strict Catholic environment which abhors and puts down homosexuality, gays still emerge. And these two gays happen to be consuming Antonio Federici Ice cream which suggests the seemingly ‘danger’ of it and that only the determined and strong-willed are fit of it.
Many have complained to the ASA( Advertising Standards Authority) and requested for a ban to be imposed on the advertisments deemed to be religiously offensive. The advertisments were claimed to add to the general downgrading and attack on religious opinions and religiously committed people, which is a danger to the welfare of the catholic culture.
However in defense, Antonio Federici said the idea of “conception” represented the development of their ice cream. They said their decision to use religious imagery stemmed from their strong feelings towards their product and also from their wish to comment on and question, using satire and gentle humour, the relevance and hypocrisy of religion and the attitudes of the church to social issues. Hence, in using ambiguous language, and insisting on their interpretation of the idea, the Antonio Federici organization hopes to squirm through the loophole of the advertising regulations.
In my opinion, the ban should be placed. Meanings are by no means objective, and uncovering meaning involves making inferences about the communicative intentions of others. I believe that it did occur to the organization that a big spectacle would be made out of this advertisment and that was precisely the motivation behind the advertisment. Not the ad itself, but the free media exposure subsequent to the release of the ad. Some might have never heard of Antonio Federici before, but due to this advertisment, and the subsequent complains, follow ups, it is now imprinted in the minds of many. In any case, Antonio Federici did not take into understanding the sensitivity of the Roman Catholic religion, and the social context of the language used.
Brightest Little Firefly In Her Jar 
Life is a controversy debate that has long kept us going back and forth. Religion has been a sensitive issue. Realize how thin lines we been threading since the day we were born. What is really wrong and what is really right? Can we differentiate it? We always make fun of everything in life but then do we know what lines are we creating or drawing? I do however agree they are being disrespectful but do you see the similarities on what are happening to churches nowadays? Have fun pondering! Woot! Keep up the beautiful stature posts.
Yes I totally agree! As I mentioned, uncovering the meaning of the ad involves making inferences about the communicative intentions of the organization itself. That’s why I feel that although the organization was not ignorant about the public outroar that will emerge out of this ad, it still went ahead to publish it, trying to manipulate it to its advantage. All this at the expense of respecting another religion. I find this scary, especially after I found out that the creative director behind the ad is roman catholic himself. And yet, he chose to place work/fame ahead of his own religion. If religion being the core to most people’s characteristics and behavior can be substandarded as such, what is to be said of values and integrity?
Sighhh, this is why Singapore doesn’t run PETA ads. & Singapore can’t afford to run these kinds of ads here. Too multicultural, too much diversity, too much risks. Nobody wants another Maria Hertogh riot.
But true enough, the advertisment I think, does work. Well, on me at least. I’m not a fan of chocolate but this advertisement, really makes me wanna try their icecream. It looks sooo sinfully good.
I think it is quite a cool advertisement also its quite provocative at the same time, as if they were trying to promote gays and all. Maybe the ad could project the main product in a more appropriate away since ice cream really appeal the young. To me, it would just seem funny and not exactly wanting to try the ice cream.The appearance or packaging of it doesnt appeal much to me though.
I think that this advertisement should be ban. Although I am not one with strong religion beliefs, I feel that this advertisement is a sensitive one. There are many ways to draw attention to a product and I feel that controversy should not be the way. As everyone interprets the message differently based on their own mental set, even if the advertisers meant it in a tongue-in-the-cheek manner, it should still consider the feelings and reaction of those with a different mental set. Like you mention, I think it is trying to be a free loader and ride on the uproar caused by the advertisements.
Hahaha, i would like to see more Christians comment on this. As an agnostic i see no problem but as a singaporean such adds should be taboo. It risks upsetting a large group in our fragile ecosystem and we don’t want to cause religious tensions to rock the sampan, capsizing it and turning us into another batam.
I’d second your opinion! The advertisement is sending too much of the wrong information that would definitely offend many groups of people including the religious and the conventional. It would spark off dissatisfactions and unhappiness from the public, hence portraying a bad image of the ice cream! At the end of the day, such commercials get their plans backfired.
I feel that despite the advertising company behind this ad being genuises to think of such a stunt that will indirectly imprint the brand into the minds of many, they certainly should practise some sort of respect towards the Roman Catholic religion. In any case, I’m sure they’d have lost a big group of consumers (the Roman Catholics), and that certainly does not give them any advantage.