The Church of England has chastised an ad for Napolina pasta sauces for encouraging adultery.
Created by Delaney Fletcher Bozell, the ads are entitled “Cheat” and feature a young Italian housewife. She is shown spending an afternoon with her Italian lover, and then rushing back home to cook for her husband.
Luckily for the housewife, she is able to prepare dinner quickly using Napolina pasta sauces. This convinces her husband she has spent the day slaving over a hot stove, rather than a hot Italian.
But the ads have attracted criticism. “The simple fact is that adultery will hurt somebody. It is a shame that people cannot sell anything without using sex,” says a spokesman for the Church of England.
Brian Stewart, creative director at Delaney Fletcher Bozell, claims the ads fit with modern times. “This is just a romantic little ad,” he says. “Most ads about Italian products depict women in black dresses and images of Tuscany. These are more modern and are sympathetic to women.”
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