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SBD Global/June 11, 2014/Marketing and Sponsorship
Nike Introduces 'The Last Game' Animated Video Ahead Of World Cup
Published June 11, 2014
DON'T MESS WITH JESUS: In London, Hannah Roberts wrote Italy "has found itself in a spot of bother, after running an advert with Rio's famous Christ the Redeemer statue dressed in an Italian football shirt." The Catholic Church in Brazil said that "the use of the statue’s image is blasphemous and is threatening to sue" for up to €7M ($9.4M). The Archdiocese of Rio de Janeiro said that "exploiting the image of Christ the Redeemer is a crime." The ad "was part of state broadcaster Rai's World Cup campaign." The clip "features a Capoeira dancer in the strip, and children, wearing the Italy kit, playing football in the street before ending with the image of the statue wearing the blue shirt with ‘Italia’ written on the back, alongside the slogan ‘Brazil awaits us’" (DAILY MAIL, 6/10). In Melbourne, Alana Schetzer reported Sportsbet.com.au is "flying a one-tonne hot air balloon replica over Melbourne of host nation Brazil’s famous Christ the Redeemer statue to publicise the biggest sporting event of the year." The 46m high hot air balloon has a 41m wingspan "and is believed to be one of the biggest ever seen in Melbourne." It is cloaked in a gold and green jersey with the hashtag "Keep The Faith" printed on it. The "stunt has attracted plenty of attention online, with opinions divided between amused and sinful." On Twitter, one user quipped, "He has amazing healing powers!" while another labeled it "revolting and offensive." Anglican Archbishop of Melbourne Philip Freier "was unimpressed with the stunt." Freier said, "The fact that it has sought to exploit Christian symbols shows both the power of those symbols and the company’s desperation to be relevant." Sportsbet.com.au spokesperson Matthew Campbell said that "the stunt was to get people behind the Socceroos." Campbell: "[The statue’s] an icon of Brazil and all we’re doing is bringing it to Australia." Campbell said that the company had not received any complaints from any religious groups directly and added, "We certainly don’t believe we’re being insensitive to anyone’s religious beliefs" (THE AGE, 6/10).