Cakes and Blasphemy


The Media Guardian reports that the Mr. Kipling Christmas ad campaign, which shows a woman giving birth to a baby girl during a nativity play, has received over 100 complaints in the UK.

The TV commercial, created by Saatchi & Saatchi, has been branded "blasphemous" and "offensive" by viewers.

The advert opens with a shot of a screaming woman named Mary apparently about to give birth. When the camera pans out it becomes apparent she is acting in a badly acted nativity play.

One of the people watching the play asks: "Has Mr Kipling ever directed a nativity play before?" A vicar replies: "No, but he does make exceedingly good cakes." At the end of the ad, over a picture of the Mr Kipling cakes, a voiceover cries: "It's a girl!"

A total of 120 viewers have so far complained to the Independent Television Commission, which is investigating their comments.

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caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.

Comments (3)

  • tlevitz's picture

    Has no one a sense of humor anymore? Does no one have anything better to do than parent by protest?

    Old ground I know...

    It may not be the most tasteful thing but it's a helluva twist and will keep me breaking out in laughter throughout the day.

    I think it would've been a good concept for a Boys or Girls Club sort of thing recruitment drive, too (desperately need volunteers)... I've got concept envy.

    Dec 12, 2003
  • yaksox's picture

    Yeah I know, it comes across as an extremely light-hearted dig. Chistian PR is doing itself a disservice by not 'turning the other cheek' and having a chuckle with the heathens.

    Dec 13, 2003

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