There’s nothing better than controversy for a brand, as it attracts more attention than any regular ad ever could.
The trick is to do it in a way that goes up to the line, but doesn’t cross it.
In the case of Antonio Federici, an Italian ice cream brand, they may have done just that with their depiction of a nun and priest close to sexual contact in their ad in the UK.
Blasphemy ads in the UK say that "linking sex or sexualized images with religion" and "portraying nuns in a sexual manner" is not appropriate.
The ad is under review by the British Advertising Standards Authority (ASA), which will probably result in it being banned.
Complaints and opposition, as expected, have already occurred.
As I said, that has to be part of the strategy of the campaign, and they are getting significant coverage that they wouldn’t necessarily have had otherwise.
Personally and professionally, I think they may have crossed the line here, and it could backfire after the initial buzz dies down.
Blasphemous Marketing
Antonio Federici Under Fire for Sexualized Nun & Priest Ad
Trend Themes
1. Controversial Advertising - Controversial advertising can attract significant attention for brands, but bordering on offensive material can result in an advertising campaign backfiring.
2. Pushing Boundaries - The success of a controversial advertising campaign can encourage brands to push the boundaries of what is acceptable to generate attention for their products.
3. Regulatory Scrutiny - Regulatory authorities are under increasing pressure to scrutinize controversial advertising to ensure that bordering on offensive material is not published.
Industry Implications
1. Food and Beverage - Controversial advertising can provide a unique angle for food and beverage brands to advertise their products.
2. Marketing and Advertising - The use of controversial advertising is a marketing strategy that can be implemented across a range of industries, but its success relies heavily on the target market.
3. Religion and Spirituality - The use of religious themes in advertising campaigns has become increasingly controversial in recent years, leading to scrutiny from religious groups and regulatory authorities alike.