Benetton Pulls Ad of Pope Benedict Kissing El-Tayeb

By Francis X. Rocca
Religion News Service

VATICAN CITY (RNS) International clothing retailer Benetton pulled a provocative ad featuring Pope Benedict XVI kissing a Muslim cleric on Wednesday (Nov. 16) after the Vatican threatened legal action to protect the pope's image.

Vatican spokesman Rev. Federico Lombardi had called the Benetton campaign a "totally unacceptable" show of "grave disrespect."

The image of Benedict kissing Sheikh Ahmed Mohamed El-Tayeb, imam of the renowned al-Azhar Mosque in Cairo, was pulled almost immediately after the Vatican protested.

"We reiterate that the meaning of this campaign is exclusively to combat the culture of hatred in all its forms," a Benetton Group spokesman said in an official statement.

"We are therefore sorry that the use of the image of the pope and the imam has so offended the sentiments of the faithful. In corroboration of our intentions, we have decided, with immediate effect, to withdraw this image from every publication."

The Italian company's "UNHATE" campaign is intended to promote a new foundation dedicated to "the creation of a new culture of tolerance ... building on Benetton's underpinning values."

The campaign features digitally altered photos of world leaders kissing each other on the mouth, including President Obama with Venezuela's President Hugo Chavez, and Israeli Prime Minister Benjamin Netanyahu with Palestinian Authority President Mahmoud Abbas.

Like most of the other images in the campaign, the fake photo of Benedict and El-Tayeb depicted two leaders whose relations have lately been marked by tension. In January, al-Azhar suspended interfaith dialogue with the Vatican to protest the pope's call for better protection of Egypt's embattled Christian minority.

Lombardi had called the image an "offense against the sentiments of the faithful" and evidence of how advertising can "violate the elementary rules of respect for persons in order to draw attention through provocation."

Benetton has a long record of using shocking images -- including photographs of death row inmates and a dying AIDS patient -- in its publicity campaigns.

Before the ad was pulled, Lombardi said that the Vatican was "considering the steps to take with the competent authorities to guarantee suitable protection of respect for the figure of the Holy Father."

The White House also expressed displeasure with the Benetton ad, but stopped short of threatening legal action.

"The White House has a long-standing policy disapproving of the use of the president's name and likeness for commercial purposes," White House spokesman Eric Schultz said.

(Kevin Eckstrom contributed to this report from Washington.)Bee

Comments

[beobnoxious]

07:34 PM on 11/21/2011

Catholics put there church doctrines and leaders on the same plane as God and his word. God said its not good for man to be alone Catholics say for a man to be in the church he must remain unmarried and celibate. And everyone knows the celibate part is impossible unless you dont have hands. The pope is just a human being in a white dress hes no holy father. Ive been to catholic church they have more of their own doctrine then they have of Gods word. These photos are ridiculous but its the sign of the times I think the message they send is a good one If its about peace between nations and people, but not if its supporting homosexuality and Christians accepting the false gods religions and doctrines of others.

[sweetlilthing]

05:03 PM on 11/21/2011

I'm sorry I didn't realize this photo was a fake. I must say tho I can't stop looking at it ...it's so disturbing.

[richdibo]

06:25 PM on 11/20/2011

I wonder if Benedict slipped in his slimy tongue!

[mellinsean]

04:30 AM on 11/20/2011

Curtains

[joethecaregiver]

08:16 PM on 11/18/2011

This is the best AD ever,it takes alot of courage to put an ad out like this,it's great that they are showing world leaders in a comical light,it's sad that so many people get upset over a funny ad

[joethecaregiver]

02:27 PM on 11/18/2011

i think it is very funny at least it is not a picture of the pope kissing a young boy or al-tayeb chopping an infidels head off,because we all know thats what the 2 want to really do.lol

[treadway123]

12:50 PM on 11/18/2011

It's very disrespectful! Tastless an I really don't like it at all!

[Ami Toben]

10:16 PM on 11/19/2011

So is child rape.

[taoistpunk]

07:42 PM on 11/17/2011

they do make a cute couple..

[joethecaregiver]

08:11 PM on 11/18/2011

actually they would be a normal couple,allways fighting , one side trying to out smart the otherside,

[gibster1070]

05:54 PM on 11/17/2011

The scandal in the Catholic Church involving priests and young boys caused me to seriously reconsider my religion. However, the photos aren't real but have been composed digitally. Would you approve of someone putting together a fake picture of your Mom and some creep? If you think this stuff is funny, you have a twisted sense of humor.

[Ami Toben]

10:17 PM on 11/19/2011

And if you don't think it's funny, you have none.

[Pax333]

01:49 AM on 11/21/2011

Actually, I'd probably find it funnier if it had been my mother kissing the Pope. Heaven's knows her grandchildren et all would have laughed as hard as she did. In the big scheme of things it's just not important enough to do anything but laugh.

[peter010908]

05:14 PM on 11/17/2011

I wonder if the picture was of the pope kissing a young boy would the church object to it?

[peter010908]

05:13 PM on 11/17/2011

Catholic priests abuse thousand of kids and the church had no issue with it... however these picture are unacceptable.

[peter010908]

05:11 PM on 11/17/2011

Theists are a sensitive lot aren't they.

Imagine if we go back to the old days where the church had more power what else they'd sensor then.

[DrumminD21311]

04:49 PM on 11/17/2011

Hot man on man action!!

[jamsb3]

04:32 PM on 11/17/2011

Wasn't that lovely? World Peace is closer than ever and they really meant it. Bravo Benetton.

[David Weidner]

02:16 PM on 11/17/2011

Since when is showing a photograph illegal? The catholics make me giggle. But mostly, they make me want to throw up.