'Seongche' Symbolizing the Body of Jesus Replaced with Potato Chips
"Offended Millions of Catholic Believers"
An Italian TV commercial showing Catholic nuns eating potato chips instead of bread during the Eucharist has ultimately been ordered to stop airing.
On the 10th (local time), the daily newspaper La Repubblica reported that the Italian Advertising Self-Regulation Organization, IAP, ordered the suspension of the Amica potato chips TV commercial the day before. Amica is a leading snack brand in Italy.
The approximately 30-second commercial begins with a scene of nuns in a monastery preparing to receive the Eucharist. The Mother Superior realizes that there are no worshippers present at the Eucharist and fills the ciborium with potato chips instead of the host (thin bread). Afterwards, the nuns line up toward the altar, and when the first nun places the consecrated host received from the priest into her mouth, a crisp sound is heard.
The consecrated host symbolizes the body of Jesus and is strictly protected from desecration in Catholicism. Catholic believers especially receive the host with both hands during religious ceremonies and are expected to let it dissolve rather than chew it, showing its sacredness.
This commercial, which replaced the consecrated host with potato chips, drew strong criticism from Catholic groups and some viewers. Giovanni Baggio, president of the Catholic TV Viewers Association Aiart, condemned the ad, saying it "offended millions of Catholic believers" and accused Amica of committing blasphemy to boost sales.
The Catholic newspaper Avvenire criticized in an editorial, stating, "The body of Jesus has been reduced to potato chips," and that "Jesus has been demeaned and slandered as he was 2,000 years ago."
As the controversy grew, IAP ordered the suspension of the commercial, citing that commercial advertisements must not offend moral, civic, or religious beliefs.
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