In Italy, an advertisement of a nun eating a chip instead of a host causes controversy

In the heart of a monastery, nuns parade to receive the Eucharist. But when one of them receives communion from the hands of the priest, she marvels at the sound of the crunch of a potato chip. The new advertising campaign from the Italian agri-food firm Amica Chips is causing tensions in the Italian peninsula, according to information from the daily La Repubblica. Indeed, Aiart (Italian Association of Radio and Television Users) demanded on Monday April 8 “the immediate suspension of advertising”, considering that “it offends the religious sensitivity of millions of practicing Catholics”.

The association also described the commercial as “scandalous”, indicating that it trivialized the comparison between potato chips and the consecrated portion. Furthermore, the content was reported by the Institute of Advertising Self-Discipline (IAP), having been judged "contrary to articles 1 and 10 of the code of self-discipline for commercial communication", relating to the fairness of communication, the moral, civil and religious beliefs, and on the dignity of the person. In addition, “chips” is called patatina in Italian, a word which also designates the female gender in popular language, reports our colleagues from Courrier International.

Giovanni Baggio, president of Aiart, denounced a “painful” and “blasphemous” advertising process, before declaring that the Amica Chips advertisement “represents a lack of respect and creativity” and that it is “ a sign of the inability to do marketing without resorting to symbols that have nothing to do with consumption and crunchiness. “Obtaining applause from a complacent public with blasphemous references is degrading for those who do, or claim to do, advertising,” he finally asserted.

Within the Italian population, the subject divides. On social networks, where some admire, like Alfredo, an “elegant and memorable” communication stunt, we also find a plethora of unenthusiastic opinions. For example, Lily thinks there was “no point in being so blasphemous, offensive, evil.” She decides: “Bravo for your lack of sensitivity, intelligence and common sense. “It is therefore easy to advertise in a crude manner.” Finally, some do not hesitate to adopt a more provocative tone, like Anna, who puts the directors to the test: “Try, if you have the courage, to make fun of Mohammed and let's see what happens. pass".