CPH Post

International

Bishop of Rio quashes Danish World Cup advert

Italian TV station Rai has been sued for up to 115 million kroner for a similar advertisement video


McCann Copenhagen was quick to pull the ad portraying the Cristo Redentor wearing a football shirt over its head as if celebrating (Photo: McCann Copenhagen)

June 18, 2014
12:21

by CW


The Danish advertisement bureau McCann Copenhagen has been forced to pull a World Cup advertisement film that it produced for betting site Ladbrokes after the archbishop of Rio de Janeiro threatened to sue.

The ad, entitled ‘Iconic Celebration’, was pulled after the bishop took exception to the advert portraying the iconic Cristo Redentor statue in Rio wearing a red Ladbrokes football shirt over its head as if celebrating a goal.

“We are quite surprised by the developments,” Silas Jansson and Cliff Holm, the two ad people behind the video, told Metroexpress newspaper.

“We had in no way envisioned that the film would offend anyone. It was not an attempt to lock horns with the church.”

READ MORE: Carlsberg banking on English World Cup success

Italian woe
It seems like the ad agency made the right decision in pulling the advert, because the archbishop has sued the Italian TV station Rai for up to 115 million kroner for a similar advertisement video, according to a number of international media sources.

“A compensation amount of that order would be sufficient to close us down, so we are pleased that we decided to pull the video and that the bishop decided to focus on the Italians,” the two ad people said.

Ladbrokes has desperately tried to completely quash the film, but it was duplicated while it was still active and can be seen on YouTube.

 

 



Related stories



Latest Comments

?I don't have a problem with the new law as such, but there are many people...

(Lorenzo Luis Albano Farias on October 22, 2014 00:13)

What do you has working I need let me

(Nuh Saed on October 21, 2014 20:23)

You would have to be nuts to invest in a share savings account in a Danish...

(Bill Jones on October 21, 2014 16:08)

Good for her. Happy DK puts on a good act for the world, but sexual...

(Bill Jones on October 21, 2014 15:59)

Guess Denmark's high cost of conducting business proved good for something --...

(Bill Jones on October 21, 2014 15:49)

Killing animals for, taste, health, and now joy. are we the ones who created...

(Kamal Bhardwaj on October 21, 2014 01:13)

It can't hurt!

(Heidi Patterson on October 20, 2014 23:24)

Ik dacht wel dat ik dit gezicht herkende toen ik je foto zag. Jouw zoon...

(Helena Fiers on October 20, 2014 20:24)

Sex with animals is clearly not allowed under Islamic law. Usual it results...

(William Harvey on October 20, 2014 19:47)

Fact: 80% of all married kontanthjelp collectors are immigrants. Do we need...

(Jon Paris King on October 20, 2014 19:08)