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| Sky Sports commercial in Italy on Youtube. Framed by Antonia Scott |
However, the Vatican has expressed outrage at the latest series of commercials released by Sky Sport with its slogan: “Solo su Sky lo sport fa miracoli. Beato chi si abbona”, "Miracles only happen on Sky Sport. Blessed are those who subscribe". View here.
The first commercial of the series, seen above, features footballer Ambrosini, from Milan and footballer Zarate from Lazio catching footballs with nets from a small fishing boat. The scene refers to the well known Parables of Jesus, found in the gospels, which are a key part of the teachings of Jesus. The particular parable acted out refers to the Parable of Drawing in the Net, which is apparently about the final judgment. In the parable the fishermen separate the edible from inedible fish caught in the net in a similar way to how the angels will separate the wicked from the righteous according to the gospel of Matthew.
Following this parable is the miracle of “live pause”. Acted out by young football fans and footballer Eto'o from Inter Milan, this "miracle" is not to be found in the bible but instead refers to the Sky function of being able to pause in real time while watching a game live.
The final part of the first advertisement features footballer great Totti, from Roma. Today Totti, does arguably have an almost godlike status in Italy as he captained the Italian Football team to victory in the 2006 World Cup. In this advertisement Totti has been “saintified” into a statue that sweats. While sightings of statues that weep tears, blood, or oils have been reported all over the world and often associated with miraculous healing in most cases upper levels of the Roman Catholic church have dismissed these claims.
While dismissing weeping statues, the Vatican is not dismissing the new Sky commercial without comment. According to a site called progress online Cardinal Ersilio Tonini has said "È una gravissima mancanza di rispetto. Associare la religione al concetto di vendita e acquisto insito in una pubblicità è contro la dignità. E se perdiamo questo rispetto, come facciamo a insegnare i giusti valori ai più giovani?"
"It is a grave act of disrespect. Associating religion with the concept of sales and insistance to purchase is not dignified. If we lose this respect how can we teach our children the right values?"
In response, Sky, which is owned by the Murdochs, said it wasn't their intension to offend with this advertisement, but only to,
"fare riferimenti al patrimonio religioso che, insieme al calcio, si divide le domeniche degli italiani".
"refer to the heritage of religion that, together with football, makes up Sundays for Italians.”
That's two strikes for the Murdoch group in the last month.
First the British government, celebrities and general public over the phone hacking scandal and now the Vatican and religious Italians. While being cross examined by the British Parliamentary Committee seems tough enough, if there's one group of people I'd least like to be judged by it'd be those guys in cloaks at the Vatican, those who are the closest to the one 95 per cent of Italians believe will make the final judgment in the end.
For a translation of the second part of this commercial visit this blog.
For a translation of the third part of this commercial visit this blog.
For a translation of the second part of this commercial visit this blog.
For a translation of the third part of this commercial visit this blog.
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