But it’s an Italian film that went too far, at least as far as Coca-Cola is concerned. According to an article titled “Coke Halts Jesus Pic” in—where else?—Variety, the company has taken legal action against 7 Km da Gerusalemme, in which an advertising man traveling in the desert gives Jesus a ride and offers him a Coke. “My God, what a testimonial!” he cries after watching Jesus down the frosty beverage.
Coca Cola in a letter complained to producers Graziano Prota and Angelo Sconda demanding that the scene be cut because it is likely to give Coca Cola a negative image and complaining that use of their brand was unauthorized.
‘We are not interested in this kind of product placement,’ a Coca Cola Italia spokeswoman said.
Talk abour your “halo effect”!
Note to Kinky Friedman fans: Don’t sell your copy of the author’s 1994 novel while Coke is in the mood to censor.