Da Vinci Last Supper ad campaign banned in Milan

by Sam Matthews,, Brand Republic 04-Feb-05, 12:50

LONDON – A poster that is inspired by Leonardo da Vinci's famous painting The Last Supper, but shows the disciples and Jesus as scantily-clad women, has been banned by ad watchdogs in Milan.

The poster promotes the French fashion house Marithe and Francois Girbaud, and recreates the Last Supper with an all-female cast, apart from John the Baptist, who has his naked back exposed while sitting on one of the women's laps.

The poster has been used on billboards and magazines in New York and Paris for weeks, but only Milan has had the ad banned. It is believed that pressure from the Vatican and from fans of Da Vinci forced Milan advertising watchdogs to make the ruling.

Marithe and Francois Girbaud have argued that the image is not offensive, but is actually a tribute to women.

It is not the first time the label has dragged religion into its advertising. An earlier campaign for its jeans used the strapline: "Bodies by God. Denim by Marithe et Francois Girbaud."

The poster was inspired by Dan Brown's best-selling novel The Da Vinci Code, which suggests Mary Magdelene was present at the Last Supper and Da Vinci disguised her as John the Baptist in his painting to reveal to the world the strength of her relationship with Christ and the fact that the bloodline still exists today.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.