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Why does Coca Cola hate the Baby Jesus?

jesusCoke.jpgCoca Cola is suing the producers of 7 Km da Gerusalemme (Seven Kilometers from Jerusalem), a flick about an Italian ad executive who makes a holy pilgrimage to Jerusalem. On his way there, the exec bumps into the one and only Jesus Christ, and kindly offers the Son of God a ride in his Jeep. Once Jesus hops in, the ad exec gives him a Coke, and after taking a chug, Jesus says, “my god, what a testimonial!”

Apparently, Coke is not pleased with this free publicity from the Savior. Coke’s lawyers have sent the producers a nasty letter kindly demanding that they cut this scene, and their Italian spokeswoman explains: “We are not interested in this kind of product placement.”

The flick was originally set to be released today, to capitalize on the whole Good Friday thing, but the distributor has now pulled it, fearing legal action.

Seriously, I don’t get it. The Vatican has already signed off on the flick, so there probably won’t be any tumultuous religious anger tossed the movie’s way. And outside of that fear, I’m not sure why Coke wouldn’t want some free publicity (and sure, they’re getting free publicity this way, but it’s not exactly positive, you know?).

| Comments (2)


Comments

Hi,

I work in the marketing department of a manufacturing company. I work there as a graphic designer, and for the most part I do custom branding for clients that buy our products.

I can tell you from experience that the larger the company is, the more likely they've got a strict set of rules on how their logo, brand, or trademark is supposed to be used. It doesn't matter that Coca-Cola got free advertising. It matters that their brand was used in a way that isn't in accordance with their internal guidelines.

If Coca-Cola is anything like my company (and they're larger so I'm sure they're worse), then looking a little silly is much more preferable than letting things slide because sooner or later someone has to put their name on a signature line to OK it.

Not that I'm cynical or anything...

Erik

The "7 km from Jerusalem" affaire seems to be happly concluded and for the best:
The film directed by Claudio Malaponti, was in the past weeks the cause of a controversy with Coca-Cola because of a scene where Milan offers a can of Coca-Cola to Jesus Christ and it exclaims: "God, what a testimonial!"
NEWS
“The producers of the film, Graziano Prota and Angelo Sconda ,in order to respect and comply to the will of the Coca-Cola Corporation that had prevented the film directed from Claudio Malaponti to arrive on the screen by Easter Sunday(APRILthe 6th), they declare that on the 6th of april they had received a communication from Coca-Cola Italy in which they asserted they had realized that the rappresentation of their brand in the scene was a creative and artistic need of the director to use a universal symbol that was contemporary, adding moreover that it did not appear to be offensive and authorized to leave the Coca cola can in the movie so that the cinematographic work could be relized in its integral version".

BUT IT WAS TOO LATE FOR FILM .
I do not understand WHY the film the Coca Cola Company did'nt approve at first and after agreed that it was ok.
It's incredibile ? it has created a lot of pubblicity for Coca cola and for the film.
Well it is all good what ends good.
So please people go to see our movie on the 4th of may now that coca cola gave us the blessings..
Thank you COCA COLA
Thank you God