Lithuanian archbishop calls 'Pensive Christ' beer ad indefensible

Published: 2006-01-24

VILNIUS, Lithuania (CNS) -- The president of the Lithuanian bishops' conference has asked a beer company to withdraw an ad that features a religious symbol of Jesus. "Profanation of religious symbols for commercial purposes, especially for the advertisement of alcoholic drinks, is indefensible and unallowable," Archbishop Sigitas Tamkevicius of Kaunas said in a letter to the beer company. "The image of 'Pensive Christ' is not only a folk-art symbol. For Catholic people, it is also the image of Jesus Christ, Son of God," said the archbishop, pointing out that many people were offended at seeing the image used to sell beer. "Religious people may not be the largest consumer group of your beer, but at least some of them will certainly think twice before purchasing your product, which offends their sensibilities," he said. The Kalnapilis brewery, owned by the Danish company Royal Unibrew, has started an advertising campaign that features "Pensive Christ" wearing headphones and acting as a disk jockey. Consumers of the product could win a CD of "ethno hits of the century" by popular Lithuanian performers, according to the ad.

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