Scantily clad women help sell cars. And there's nothing wrong with using the odd man in a G-string to advertise shoes.
But when a clothes company tried presenting a group of well-dressed women in a Last Supper style pose, their poster campaign was banned in Milan.
The poster, by French fashion house Marithé and François Gribaud, is a version of Leonardo da Vinci's work with an almost all-female cast. Angelic-looking women clad in the company's "casual chic" pose around a long table as Christ and his apostles. One man, John the Baptist, sits on a woman's lap, his torso bare and jeans riding low.
The poster has been plastered on walls, billboards and magazines in New York and Paris for weeks. In Milan, where Leonardo's fresco is preserved and the influence of the Vatican is never far away, city authorities have banned it.
Their decision follows a ruling by the city advertising watchdog last month. This Last Supper "inevitably recalls the very foundations of the Christian faith", said the Istituto di Autodisciplina Pubblicitaria. "This kind of image, with a high concentration of theological symbols, cannot be recreated and paro died for commercial ends without offending the religious sensitivities of at least part of the population."
"One of the women apostles is kissing the naked torso of a man, which just makes the imitation more offensive. As does the use of Christian symbols like the dove, the chalice and the position of the fingers of the female Christ."
The company says the image is not offensive but a tribute to women. It was inspired by Dan Brown's bestseller The Da Vinci Code, which suggests that the figure of John the Baptist in Da Vinci's masterpiece is actually Mary Magdalen in disguise.