This is an interesting print advertisement, which drew flakes in Italy and was eventually banned from being run for being religiously sensitive. The complaints alleged that it has affronted the religious sensibilities of all citizens. It further accused the advertisement of trivializing the powerful and theatrical moment in the course of the Last Supper in which Christ foresees his crucifixion in order to release humanity from their sins by appropriating religious symbols, such as loaves and fish, for commercial interests and by swapping the apostles with female fashion models.
The advertisers, responsible for the advertisement, argued that modern society has allowed women to achieve sexual equality with men only by surrendering their womanliness. They further argued that the interpretation of the Leonardo’s painting in context with the ad does not trivialize the sanctified, but somewhat tries to add an additional perception of femininity by portraying men, instead of women, in a position of vulnerability.
The Advertising Standards Authority of Italy had given verdict that the image offends sacred faith not only since it could trigger a reaction among consumers of the sacred profaned, but also because it endeavors to promote commercial products to the same level as that of religious symbols. It further ruled that the advertisement in place of being only sarcastic, the message of this advertisement appears to be blurring the borders between the sanctified and the irreligious, and consequently offends consumer sensibility.
