Home Food Safety ‘Divine’ potato chip industrial sparks anger in Italy

‘Divine’ potato chip industrial sparks anger in Italy

‘Divine’ potato chip industrial sparks anger in Italy


With Schubert’s Ave Maria enjoying within the background, the 30-second spot by Amica Chips is ready in a convent with a gaggle of nuns strolling to Mass to obtain holy communion.

It switches to the mom superior, who finds an empty tabernacle – the vessel through which the Eucharist (the consecrated communion hosts) is saved – and in a quick-thinking transfer, fills it with a number of the potato chips she has at hand.

The pray of younger nuns delight within the noisy substitution, as does the abbess in ending off the pack from the confessional.

The spot – which was aired on Mediaset, Italy’s largest industrial broadcaster, together with different personal networks – ends with the tagline, ‘Il divino quotidiano’ (The divine on a regular basis).

Artistic company Lorenzo Marini Group informed the Guardian the advert was meant to convey a ‘sturdy British irony’. It’s aimed on the youthful market and intentionally exaggerates ‘the irresistible crunchiness of Amica Chips’.

Whereas supposedly a light-hearted tackle snacking, it’s sparked anger in Italy.

Giovanni Baggio, president of AIART (the Italian Affiliation of Radio and Tv Listeners) known as for its rapid suspension. He branded the spot as sacrilegious and famous it “offends the sensitivity of hundreds of thousands of working towards Catholics by trivializing the comparability between the potato chip and the consecrated object.”

Catholics consider the communion wafer represents the physique and blood of Christ.

Catholic newspaper Avvenire additionally criticized the advert, stating, “Christ has been lowered to a potato chip. Debased and vilified like 2,000 years in the past.”



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