Who doesn't agree that ice-cream is purely about sensual, guilty indulgence? If its production is artisanal and superb, can it not be deemed "immaculate?" And if it soothes the pains of a bad day, can it not bring forth a shimmer of salvation to one's mood?
The campaign certainly makes the point. In one ad, a visibly pregnant nun holds up Federici Gelato, captioned as "Immaculately Conceived," while in another ad, "Salvation" is suggested as two priests share a moment of gelato sin. Perhaps the imbedded social commentary isn't suitable to everyone's taste, but it certainly underscores the product's alleged sublimeness bordering on sin.
Gelato maker Federici timed the advertising campaign around a papal visit in the U.K., earning the company an advertising ban that it has pledged to fight.