This chip-selling scheme was too sinful.
A potato chip commercial showing a nun munching on the classic snack during communion could be pulled in Italy after it was blasted as Christ being “reduced to a potato chip.”
The televised Amica Chips advertisement sparked fierce backlash when a chip was used instead of the traditional wafer that is known as the host to go along with the wine served during Catholic mass.
The commercial begins innocently enough with a group of young nuns walking into a church to receive communion from a priest as Ave Maria plays in the background. When one of the women steps to the altar and is served the chip, she appears perplexed by the crispy nibble.
The priest and nun then turn to a side room where an older nun is caught snacking on a bag of Amica Chips as she sits down. The commercial ends branding the product as a “divine” chip.
The attempt at humor wasn’t well received by some who offered harsh words.
Giovanni Baggio, who leads an association of Catholic television viewers, said in a statement that the spot “offends the sensitivity of millions of practicing Catholics.”
“The commercial shows a lack of respect and creativity,” the AIART leader said, according to the Guardian.
“It is a sign of an inability to do marketing without resorting to symbols that have nothing to do with consumption and crunchy food.”
He also labeled as “blasphemy.”
A Catholic newspaper, Avvenire, also had sharp words in their publication.
“Christ has been reduced to a potato chip,” the newspaper’s editorial wrote, according to CNN. “Debased and vilified like 2,000 years ago.”
The marketing business behind the ad, Lorenzo Marini Group, said the commercial was for younger viewers and “with a strong British irony,” according to the Guardian.
The company added it was meant to “express the irresistible crunchiness of Amica Chips” in an hyperbolic way.
Because of the immense backlash, Italy’s advertising standards authority ordered the commercial be pulled, though it can remain on air for seven days if Amica Chips chooses to appeal, CNN reported.
Amica Chips did not immediately return a message seeking comment. The company also did not return requests from the Guardian and CNN.