Menulog parody of Da Vinci’s Last Supper cleared of denigrating Christanity
Complaints suggesting Menulog’s commercial which parodied Leonardo da Vinci’s Last Supper vilified and denigrated Christianity have been dismissed by the ad watchdog.
The spot which promotes online takeaway and home delivery services website Menulog, sees Jesus and his disciples discussing what to have for dinner, with Thai and Indian dismissed before Jesus suggests pizza, which the group proceed to order via menulog before being told to pose by a frustrated da Vinci.
https://www.youtube.com/watch?v=a3SexEqjhm0
Complaints to the Advertising Standards Board (ASB) argued the ad depicted Jesus and his disciples in an offensive manner, and the ad was offensive and distasteful, stating: “I was extremely offended by the fact that they were depicting Jesus and his disciples in such an offensive way for a fast food delivery service. I don’t think this sort of advertising should be permitted on TV.
“I am offended by the ad portraying without any doubt, Jesus and his disciples at the Last Supper, trying to figure out what they should eat and then go on Menulog.com.au to look at their options and then decide on pizza. The Last Supper was a very significant event and as a Christian I am highly offended. Why is it always Christian events and symbols being mocked, and a mockery this is indeed. Very disappointed with the advertiser.”
Complaints also suggested that if the spot had featured other religious icons the reaction would have been worse.
It added: “The use of religion isn’t appropriate. Using Jesus in such a way is offensive to not just Christians. The last supper is a sacred moment in the life of Christians. If other religious icons had ever been used there would be uproar.
“Do I really need to explain this! It is absolutely offensive and distasteful that such an advert is allowed on screen. As part of this society I find that it offends deeply my respect and belief in the Lord Jesus Christ. Such religious themes should not be used to promote products especially in this manner. One questions what would happen if Mohammed was depicted in such a manner during an advert!”
Menulog defended the spot, claiming the brand has a “history of fun, tongue in cheek, comedy oriented advertising from talking dogs and fridges”.
The brand disputed the complaints that the ad discriminates Christianity or vilified Christians, arguing: “It does not speak ill of Christianity, the characters it portrays or the events that took place at the Last Supper. Our comedic intent in the TVC was to create a moment in history and art, that our target audience would be aware of.”
Menulog also argued the image of Lenoardo Da Vinci’s Last Supper has been parodied “countless times”, citing TV shows The Simpson and That 70’s Show as exampled.
“The mere use of such a moment does not itself discriminate against or vilify any person or belief,” it argued.
In its ruling, the board noted “that whilst the central character is clearly intended to be Jesus this name is not actually used and the reference to a miracle is in relation to the quick arrival of the pizzas rather than any actions performed by the Jesus character”.
The board also noted “that the Last Supper as told in the Bible is different to the scene used in the advertisement and considered that by using a set-up which is well-known as the artist Leonardo Da Vinci’s interpretation of the Last Supper and depicting a painter asking the men to pose, the most likely interpretation is that the advertisement is depicting Da Vinci painting his masterpiece using actors to represent Biblical characters rather that the advertisement depicting the actual Last Supper itself”.
While the board acknowledged that some members of the community would “find the use of a key Biblical event which links to the sacraments to be disrespectful”, the majority of the board considered that the ad did not “undermine the concept of the sacraments and and that by using an image of someone painting the Last Supper the advertisement is not undermining a central tenet of the Christian faith”.
It also said the ad does not denigrate Christianity or Christians “and is using a humorous play on a well-known Biblical story with no reflection of the beliefs underpinning the scene”, dismissing the complaint.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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I wonder wny ad agencies don’t do any ads mocking Islam. There is a wealth of humour just waiting to be unearthed.
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If your religious belief is strong enough it will far outweigh those who would like
to denigrate or parody it. Sticks and stones might break my bones but a bad menu
will suffer, no matter who is responsible! McDonalds has little to offer save a questionable meat patty and a cholestrol level that’s going to do far more damage
than a slight against one’s religion. If your belief is strong enough, it will prevail.
ROD HAY
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Jesus Christ is our Saviour and redeemer, it is because of him we will live fore ever more, it does not so much offend me as denigrates a personage who went through the suffering and pain of Gethsemane and bled from every pore because if the love he had for us, not too mention the the. Crown of thorns, the barbed whip and the cruel death.
He was our older brother who came to earth to save us and loves us more than we can ever imagine. I put the ad creators down as people that don’t truly understand his sacrifice . Heist made for us, would the agency make a funny ad about a dear family member who sacrificed himself for one of them.
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Surely Menulog must have realised that this particular advert would cause offence to at least some people. I am therefor surprised by their total lack of respect for their potential customers. Whether it is or isn’t an attack on Christianity doesn’t alter the fact that this company has little to no regard for a large group of the population, as they could have produced many adverts but chose this one.
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Very offensive. Love to offend christians but would not have the guts to offend those of muslim or jewish faiths.
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I am not offended and neither should you be have a sense of humour, I have seen you giving gifts on Christmas not to me even though its my birthday.
I have seen you worshipping false idols and celebrity’s and giving easter eggs because god knows why.
He who has no sin cast the first stone as you go to church and I have said do you not build a place in my name.
I also said do not hold your self above anyone else yet you all do think your opinions are higher than others.
I will deal with you later
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Doesn’t look a thing like Jesus. Get a life.
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How could you put on such commercial on TV that is an insult to Catholics ? I wonder whether you would dare to do something similar relating to Muslims.
You have made ridicule to the last supper of our Lord Jesus Christ !
You have no right to ridicule any religion, just perhaps you do not believe – others do, and you ought not to hurt other people.
STOP THE COMMERCIAL !
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@ John Graves and @ Carm.Galea. Whoa right there and hold your horses.
Jesus might be YOUR lord and redeemer. but what makes you think that he is mine or anyone else’s.
I am equally offended by the ad and your comments (which truth be known is not a lot). Just don’t shove your religion and your horror at this ad down my throat.
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