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Lastminute.com cleared of ‘mocking the Christian faith’
Thou didst not go too far
Lastminute.com has been cleared of "mocking the Christian faith" after running a series of ads calling on people to "keep weekends sacred".
The captions accompanying posters (which showed streams of bright sunlight through the clouds) were written in mock bible-speak.
Take this one for example: "Thou shalt not spend thine Sabbath arguing in a Swedish furniture store, but shalt see a west-end show for less silver pieces than a fancy lamp."
Or what about this? "And as David returned on the eighth day from Ibiza he told of how little he had paid. And his work colleagues didst have dark and beastly thoughts."
And our favourite: "And on the sixth day Mary didst flee the office for a humbly priced trip to New York. And she shopp'd til she didst hobble in her kitten heels."
Of course, not everyone was amused. The advertising watchdog (ASA) received a complaint from someone who claimed that the use of religious language in the posters was "offensive" and mocked the Christian faith.
But according to lastminute.com, the captions were meant to "humorously remind their target audience of 'cash rich, time poor' 25- to 34- year-olds to balance their work and leisure time, by juxtaposing ancient language and ideals with modern lifestyles".
On reflection, the ASA agreed and reckoned that the ads were unlikely to cause serious or widespread offence or to be seen as mocking the Christian faith. ®