# Religion-Satirizing Fashion Ads The Robert Kalinkin SS13 Campaign is Full of Double Entendres By Meghan Young | Published 2012-11-21 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/robert-kalinkin-ss13 References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/11/robert-kalinkin-jesus-mary-what-a-style/) & [mccannworldgroup](http://www.mccannworldgroup.com) The Robert Kalinkin SS13 ad campaign may revolve around the 'Oh Jesuses' of common exclamations, but it has been executed as a double entendre of sorts. Coupled with images of models made up to look like Jesus and Mother Mary, the phrases take on new meaning other than simply bursting out about the amazing clothes being showcased. For instance, "Mother of God, what a dress," can be read as a proclamation as well as an address to the model herself. Conceived by Vilnius, Lithuania-based ad agency AD McCann Erickson, Robert Kalinkin SS13 ad campaign essentially pokes fun at [everyday expressions](https://www.trendhunter.com/trends/youll-swear-by-them) while creating [subtly controversial imagery](https://www.trendhunter.com/trends/luce) for the brand itself. It was shot by photographer Reda Mickeviciute. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 80% | Activity: 68% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Why This Trend Is Growing - **Religion-satirizing Fashion Ads:** Opportunity for brands to use satire and controversy to generate buzz and create a memorable brand image. ### Industries Being Reshaped - **Fashion:** Fashion brands can leverage satire and controversy in their advertising campaigns to stand out in a competitive industry. - **Advertising:** Advertising agencies can offer unique and attention-grabbing campaigns that use satire and controversy to spark conversations and increase brand visibility. - **Photography:** Photographers can explore the creative use of satire and controversial imagery to capture attention and create impactful visuals for brands. ## Related on Trend Hunter - [Naughty Holiday Campaigns](https://www.trendhunter.com/trends/diesels-xxxmas.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md) - [Poeticized Luxury Fashion Campaigns](https://www.trendhunter.com/trends/salute-the-detail.md) - [Whimsical High-Fashion Holiday Campaigns](https://www.trendhunter.com/trends/roger-vivier-holiday-2025.md)