Pope Benedict kissing an imam on the mouth

Controversial: This mocked-up image of the Pope embracing Ahmed Mohamed el-Tayeb as part of Benetton's new advertising campaign has been called 'totally unacceptable' by the Vatican

Clothing firm Benetton has been heavily criticised by the Vatican for using an image of Pope Benedict kissing an imam on the mouth in its latest shock advertising campaign.
The controversial image, which was hung from a bridge near the holy city early today, shows the Pope embracing Ahmed Mohamed el-Tayeb, one of Islam's leading figures.
Other images in the campaign, which is part of the Italian firm's support for the Unhate Foundation, show various world leaders kissing on the mouth.www.mannastores.com

Edgy: Benetton's Unhate Campaign includes this picture of U.S. President Barack Obama and Venezuelan President Hugo Chavez kissing

This includes an picture of U.S. President Barack Obama kissing Venezuelan President Hugo Chavez.
Vatican spokesman Father Federico Lombardi called the unauthorised and 'manipulative' use of the pope's picture in the photo montage 'totally unacceptable' and suggested it might take legal action against the company.


'This is a grave lack of respect for the Pope, an offence against the sentiments of the faithful and a clear example of how advertising can violate elementary rules of respect for people in order to attract attention through provocation,' he said in a statement.

Mocked-up: Germany's chancellor Angela Merkel in a clinch with French president Nicolas Sarkozy

Friendly: This image of Palestian leader Mahmoud Abbas and Israeli prime minister Benjamin Netanyahu kissing will no doubt upset some people in the Middle East

Benetton has run controversial advertising campaigns in the past, including one that showed grieving parents at the bedside of a man dying of Aids.
Other images in the latest campaign include Germany's chancellor Angela Merkel kissing French president Nicolas Sarkozy and Palestinian leader Mahmoud Abbas in a clinch with Israeli Prime Minister Benjamin Netanyahu.
Benetton says it hopes the campaign will held contribute towards combating hatred and lead to the creation of a culture of tolerance.

Combating hatred: Benetton hope the controversial images will help create tolerance around the world. This picture shows China's leader Hu Jintao and Barack Obama

Enemies: North Korean leader Kim Jong-il and Lee Myung-bak, President of South Korea, are unlikely to be keen on this picture

According to the Wall Street Journal, Alessandro Benetton, deputy chairman of Benetton Group SpA and son of the founder of the family-controlled company, said: 'It means not hating.
'In a moment of darkness, with the financial crisis, what's going on in North African countries, in Athens, this is an attitude we can all embrace that can have positive energy.' 
The company is planning a series of live events in which youngsters will post the controversial images on the walls of locations of cities around the world.