The association of Catholic viewers Aiart calls for the broadcast of the Amica chips commercial to be immediately suspended because it “offends the religious sensitivity of millions of practicing Catholics”. The protest begins against the commercial created by the Lorenzo Marini Group agency for the well-known brand of crisps, where people are rubbing their hands for the first reactions to those thirty seconds starring some nuns and a priest. The scene takes place in church, where a nun doesn’t find the hosts in the tabernacle and makes up for it with a handful of chips that she had with her. When the priest begins to give communion to the novices lined up in front of him, her eyes widen after hearing an unexpected crunching sound.
A comparison considered by the president of AIART, Giovanni Baggio, “outrageous” because it “trivializes the comparison between the potato chip and the consecrated particle”. On the part of the company, that commercial would be a “painful attempt to recover by resorting to blasphemy”. AIART reported the commercial to the Advertising Self-Discipline Institute, with the aim of blocking it: «It is contrary to articles 1 and 10, loyalty of communication, moral, civil, religious convictions and dignity of the person, of the self-discipline code of commercial communication – says Baggio again – is the indicator of a social sensitivity and ethical indifference that not only characterizes the behavior of a company and an advertiser. We appeal to political correctness and cancel culture, but only against the Christian religion (but only that) do we feel entitled to any opprobrium?”.
That of the well-known French fries company is «a lack of respect and creativity – adds Aiart – as well as a sign of the inability to do marketing without resorting to symbols that have nothing to do with consumption and crunchy. Offense to the religious sentiment of any confession is the indicator of a lack of respect towards users, their cultural and moral identity, their dignity as a person. Getting applause from a compliant audience with blasphemous references is degrading for those who do, or claim to do, advertising. For the series, “as long as we talk about it”»
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