Antonio Federici, an ice cream maker, mocked the belief of Roman Catholics with this advertisement. In the image, two men in black cassocks with clerical collars in a seductive pose are portrayed as if they were about to kiss passionately. One of the men is holding a small container of an ice-cream (icecaffe espresso-flavor gelato), while the other man is wearing rosary and grips a spoon. “We Believe in Salivation” is printed on the image.

According to ASA (Advertising Standards Authority), the depiction of the priests in a sexualized style was likely to be interpreted as mocking the beliefs of Catholics, and hence, will likely to cause serious offense to some readers. ASA ordered the Antonio Federici to stop running an ad, which is portraying two male priests that were about to kiss before sharing a tub of ice cream, and also ordered to ‘ensure future ads were not likely to cause widespread or serious offense.’ ASA said it had received many complaints that the image was offensive because it mocked Catholicism.

Many people found this ad tasteless and disgusting; the ad is intentionally designed to be extremely bigoted. It is not pro-gay, just viciously and virulently anti-Catholic. According to the Antonio Federici, the idea of conception was to represent the development of their product and it did not mock the church, but reflected the serious troubles they considered affected the Church. This was not the first time, the magazine ad for the company showing a pregnant nun eating a tub of ice cream with the tag line “Immaculately Conceived” was also banned by the ASA.