Last but not least: Jeez, that commercial

A German musical organizer put his foot in his religious mouth with an ad. Nevertheless: Jesus has always been an advertising star and will probably remain so.

Editorial - February 16, 2015

Cleverly staged or unintentional lapse? At the beginning of February, the Dinkelsbühl Summer Festival caused a stir throughout Germany with its poster, triggering (yet another) discussion about blasphemy and artistic freedom. In an allusion to the musical "Jesus Christ Superstar," the advertising motif shows the crucifixion on Mount Golgotha. The stumbling block is the notice "Get the best seats!" placed directly under the crosses.

Intendant Peter Cahn was annoyed by certain angry letters to the editor in the local press accusing him of blasphemy. "We expect a lot of tolerance from everyone today, but we also have to be tolerant with regard to our own faith. To throw around the word blasphemy in such an inflationary way I think is very dangerous," Cahn told the FAZ. But he also admitted mistakes, calling the signature "unfortunate choice". He had not had the association when the billboards were made.

Calculated provocation is often excused in retrospect as an oversight. Providing a talking point beyond the country's borders at minimal financial expense - presumably one is happy to put up with a few angry reactions. In the case of Dinkelsbühl, however, the lapse seems credible. For a cleverly staged PR coup, the whole thing - especially the typography - seems a bit too handmade.

It is well known that religion is even better suited than naked skin to provoke attention. So it's understandable that Jesus is a regular on the advertising subjects of this world. Someone is always upset, something is always banned, some medium always reports about it. Some examples of how Jesus - sometimes creatively, sometimes rather clumsily - has been used as a "bait and switch" in the past. (hae)