Pope Francis was pictured locking lips with Israeli president Shimon Peres this weekend – in an image reminiscent of an advertising campaign that succeeded in enraging the Vatican and prompting it to bring legal action three years ago.
Peres was joined by Palestinian president Mahmoud Abbas at the Vatican where the pair prayed with the pontiff in the name of rekindling the Middle East peace process.
The image of Pope Francis and Peres embracing called to mind a United Colours of Benetton campaign in 2011 which showed a number of world leaders kissing.
Pope Francis embraces Shimon Peres at the Vatican this weekend
The Photoshopped images saw US President Barack Obama kissing his Venezuelan counterpart Hugo Chavez and China's Hu Jintao, Abbas embracing Benjamin Netanyahu, Germany’s Angela Merkel smooching Nicholas Sarkozy and then-Pope Benedict XVI nuzzling up to Muslim leader Mohammed Ahmed al-Tayeb, the grand sheikh of al-Azhar mosque in Cairo.
Executive deputy chairman Alessandro Bennetton was quoted at the time as saying: “The images are very strong, but we have to send a strong message. We are not wanting to be disrespectful of the leaders… we consider them the ‘conception figures’ making a statement of brotherhood with a kiss.”
But while the campaign attempted to preach tolerance, the Vatican was less than impressed, issuing strong condemnation and launching legal proceedings to prevent its wider use.
Benetton was forced to pull the poster of then-Pope Benedict XVI kissing Mohammed Ahmed al-Tayeb
Press secretary Father Federico Lombardi said: "We cannot but express a resolute protest at the entirely unacceptable use of a manipulated image of the Holy Father, used as part of a publicity campaign which has commercial ends.
"It is a serious lack of respect for the pope, an affront to the feelings of the faithful and an evident demonstration of how, in the field of advertising, the most elemental rules of respect for others can be broken in order to attract attention by provocation."
Benetton hastily withdrew the poster and issued an apology.
A spokesman said: “We reiterate that the meaning of this campaign is exclusively to combat the culture of hatred in all its forms.
Pope's Peace
(01 of26)
Pope Francis (L) arrives with Palestinian leader Mahmud Abbas (C) and Israeli President Shimon Peres (3rdL) for a joint peace prayer on June 8, 2014 in the gardens of the Vatican. The Vatican has defined the meeting between Israeli President Shimon Peres and Israeli President Shimon Peres as an 'invocation for peace' but has stressed it will not be an 'inter-religious prayer', which would have posed problems for the three faiths. In the Vatican Gardens, the prayers will be recited in chronological order of the world's three main monotheistic religions, starting with Judaism, followed by Christianity and then Islam. AFP PHOTO / FILIPPO MONTEFORTE (Photo credit should read FILIPPO MONTEFORTE/AFP/Getty Images) (credit:Getty Images)
(02 of26)
Pope Francis welcomes Palestinian President Mahmoud Abbas, right, as he arrives at the Vatican, Sunday, June 8, 2014. Pope Francis waded head-first into Mideast peace-making Sunday, welcoming the Israeli and Palestinian presidents to the Vatican for an evening of peace prayers just weeks after the last round of U.S.-sponsored negotiations collapsed. (AP Photo/Riccardo De Luca, Pool)
(03 of26)
Pope Francis kisses Palestinian President Mahmoud Abbas, right, as he arrives at the Vatican, Sunday, June 8, 2014. Pope Francis waded head-first into Mideast peace-making Sunday, welcoming the Israeli and Palestinian presidents to the Vatican for an evening of peace prayers just weeks after the last round of U.S.-sponsored negotiations collapsed. (AP Photo/Riccardo De Luca, Pool)
(04 of26)
Pope Francis welcomes Israeli President Shimon Peres, right, upon his arrival at the Vatican, Sunday, June 8, 2014. Pope Francis waded head-first into Mideast peace-making Sunday, welcoming the Israeli and Palestinian presidents to the Vatican for an evening of peace prayers just weeks after the last round of U.S.-sponsored negotiations collapsed. (AP Photo/Riccardo De Luca, Pool)
(05 of26)
Pope Francis kisses Israeli President Shimon Peres upon his arrival at the Vatican, Sunday, June 8, 2014. Pope Francis waded head-first into Mideast peace-making Sunday, welcoming the Israeli and Palestinian presidents to the Vatican for an evening of peace prayers just weeks after the last round of U.S.-sponsored negotiations collapsed. (AP Photo/Riccardo De Luca, Pool)
(06 of26)
Pope Francis, center, with Israel's President Shimon Peres, second from right, Palestinian President Mahmoud Abbas, left, and Ecumenical Patriarch Bartholomew I pray for peace at the Vatican, Sunday, June 8, 2014. Pope Francis waded head-first into Mideast peace-making Sunday, welcoming the Israeli and Palestinian presidents to the Vatican for an evening of peace prayers just weeks after the last round of U.S.-sponsored negotiations collapsed. (AP Photo/Gregorio Borgia)
(07 of26)
Pope Francis, Israel's President Shimon Peres, right, and Palestinian President Mahmoud Abbas, left, pray for peace at the Vatican, Sunday, June 8, 2014. Pope Francis waded head-first into Mideast peace-making Sunday, welcoming the Israeli and Palestinian presidents to the Vatican for an evening of peace prayers just weeks after the last round of U.S.-sponsored negotiations collapsed. (AP Photo/Gregorio Borgia)
(08 of26)
The Palestinian flag is held on Saint Peter's square in the Vatican as Pope Francis leads the Sunday angelus prayer from the window of his appartment on June 8, 2014. Pope Francis on June 8 hosts an unprecedented peace prayer meeting with Israeli President Shimon Peres and Palestinian leader Mahmud Abbas in a symbolic gesture to foster dialogue but unlikely to have any immediate effect. AFP PHOTO / ALBERTO PIZZOLI (Photo credit should read ALBERTO PIZZOLI/AFP/Getty Images) (credit:Getty Images)
(09 of26)
Pope Francis (C) arrives with Palestinian leader Mahmud Abbas (R) and Israeli President Shimon Peres (L) for a joint peace prayer on June 8, 2014 in the gardens of the Vatican. The Vatican has defined the meeting between Israeli President Shimon Peres and Israeli President Shimon Peres as an 'invocation for peace' but has stressed it will not be an 'inter-religious prayer', which would have posed problems for the three faiths. In the Vatican Gardens, the prayers will be recited in chronological order of the world's three main monotheistic religions, starting with Judaism, followed by Christianity and then Islam. AFP PHOTO / FILIPPO MONTEFORTE (Photo credit should read FILIPPO MONTEFORTE/AFP/Getty Images) (credit:Getty Images)
(10 of26)
Pope Francis (C) sits between Palestinian leader Mahmud Abbas (R) and Israeli President Shimon Peres (L) during a joint peace prayer on June 8, 2014 in the gardens of the Vatican. The Vatican has defined the meeting between Israeli President Shimon Peres and Israeli President Shimon Peres as an 'invocation for peace' but has stressed it will not be an 'inter-religious prayer', which would have posed problems for the three faiths. In the Vatican Gardens, the prayers will be recited in chronological order of the world's three main monotheistic religions, starting with Judaism, followed by Christianity and then Islam. AFP PHOTO / FILIPPO MONTEFORTE (Photo credit should read FILIPPO MONTEFORTE/AFP/Getty Images) (credit:Getty Images)
(11 of26)
Pope Francis (C) stands with Palestinian leader Mahmud Abbas (R) and Israeli President Shimon Peres (L) for a joint peace prayer on June 8, 2014 in the gardens of the Vatican. The Vatican has defined the meeting between Israeli President Shimon Peres and Israeli President Shimon Peres as an 'invocation for peace' but has stressed it will not be an 'inter-religious prayer', which would have posed problems for the three faiths. In the Vatican Gardens, the prayers will be recited in chronological order of the world's three main monotheistic religions, starting with Judaism, followed by Christianity and then Islam. AFP PHOTO / FILIPPO MONTEFORTE (Photo credit should read FILIPPO MONTEFORTE/AFP/Getty Images) (credit:Getty Images)
(12 of26)
Pope Francis (C) arrives with Palestinian leader Mahmud Abbas (R) and Israeli President Shimon Peres (L) for a joint peace prayer on June 8, 2014 in the gardens of the Vatican. The Vatican has defined the meeting between Israeli President Shimon Peres and Israeli President Shimon Peres as an 'invocation for peace' but has stressed it will not be an 'inter-religious prayer', which would have posed problems for the three faiths. In the Vatican Gardens, the prayers will be recited in chronological order of the world's three main monotheistic religions, starting with Judaism, followed by Christianity and then Islam. AFP PHOTO / FILIPPO MONTEFORTE (Photo credit should read FILIPPO MONTEFORTE/AFP/Getty Images) (credit:Getty Images)
(13 of26)
Pope Francis (C) arrives with Palestinian leader Mahmud Abbas (R) and Israeli President Shimon Peres (L) during a joint peace prayer on June 8, 2014 in the gardens of the Vatican. The Vatican has defined the meeting between Israeli President Shimon Peres and Israeli President Shimon Peres as an 'invocation for peace' but has stressed it will not be an 'inter-religious prayer', which would have posed problems for the three faiths. In the Vatican Gardens, the prayers will be recited in chronological order of the world's three main monotheistic religions, starting with Judaism, followed by Christianity and then Islam. AFP PHOTO / FILIPPO MONTEFORTE (Photo credit should read FILIPPO MONTEFORTE/AFP/Getty Images) (credit:Getty Images)
(14 of26)
Pope Francis (C) sits between Palestinian leader Mahmud Abbas (R) and Israeli President Shimon Peres (L) during a joint peace prayer on June 8, 2014 in the gardens of the Vatican. The Vatican has defined the meeting between Israeli President Shimon Peres and Israeli President Shimon Peres as an 'invocation for peace' but has stressed it will not be an 'inter-religious prayer', which would have posed problems for the three faiths. In the Vatican Gardens, the prayers will be recited in chronological order of the world's three main monotheistic religions, starting with Judaism, followed by Christianity and then Islam. AFP PHOTO / FILIPPO MONTEFORTE (Photo credit should read FILIPPO MONTEFORTE/AFP/Getty Images) (credit:Getty Images)
(15 of26)
Pope Francis (C) sits between Palestinian leader Mahmud Abbas (R) and Israeli President Shimon Peres (L) during a joint peace prayer on June 8, 2014 in the gardens of the Vatican. The Vatican has defined the meeting between Israeli President Shimon Peres and Israeli President Shimon Peres as an 'invocation for peace' but has stressed it will not be an 'inter-religious prayer', which would have posed problems for the three faiths. In the Vatican Gardens, the prayers will be recited in chronological order of the world's three main monotheistic religions, starting with Judaism, followed by Christianity and then Islam. AFP PHOTO / FILIPPO MONTEFORTE (Photo credit should read FILIPPO MONTEFORTE/AFP/Getty Images) (credit:Getty Images)
(16 of26)
Pope Francis (C) sits between Palestinian leader Mahmud Abbas (R) and Israeli President Shimon Peres (L) during a joint peace prayer on June 8, 2014 in the gardens of the Vatican. The Vatican has defined the meeting between Israeli President Shimon Peres and Israeli President Shimon Peres as an 'invocation for peace' but has stressed it will not be an 'inter-religious prayer', which would have posed problems for the three faiths. In the Vatican Gardens, the prayers will be recited in chronological order of the world's three main monotheistic religions, starting with Judaism, followed by Christianity and then Islam. AFP PHOTO / FILIPPO MONTEFORTE (Photo credit should read FILIPPO MONTEFORTE/AFP/Getty Images) (credit:Getty Images)
(17 of26)
Pope Francis (C) arrives with Palestinian leader Mahmud Abbas (2ndL) and Israeli President Shimon Peres (2ndR) for a joint peace prayer on June 8, 2014 in the gardens of the Vatican. The Vatican has defined the meeting between Israeli President Shimon Peres and Israeli President Shimon Peres as an 'invocation for peace' but has stressed it will not be an 'inter-religious prayer', which would have posed problems for the three faiths. In the Vatican Gardens, the prayers will be recited in chronological order of the world's three main monotheistic religions, starting with Judaism, followed by Christianity and then Islam. AFP PHOTO / FILIPPO MONTEFORTE (Photo credit should read FILIPPO MONTEFORTE/AFP/Getty Images) (credit:Getty Images)
(18 of26)
Palestinian leader Mahmud Abbas (R) and Israeli President Shimon Peres (L) shake hands next to Pope Francis following a joint peace prayer on June 8, 2014 at the Vatican. The Vatican has defined the meeting between Israeli President Shimon Peres and Israeli President Shimon Peres as an 'invocation for peace' but has stressed it will not be an 'inter-religious prayer', which would have posed problems for the three faiths. In the Vatican Gardens, the prayers will be recited in chronological order of the world's three main monotheistic religions, starting with Judaism, followed by Christianity and then Islam. AFP PHOTO / FILIPPO MONTEFORTE (Photo credit should read FILIPPO MONTEFORTE/AFP/Getty Images) (credit:Getty Images)
(19 of26)
Israeli President Shimon Peres (L) shakes hands with Palestinian leader Mahmud Abbas as Pope Francis looks on after they plant an olive tree in the Vatican's gardens following a joint peace prayer on June 8, 2014 at the Vatican. The Vatican has defined the meeting between Israeli President Shimon Peres and Israeli President Shimon Peres as an 'invocation for peace' but has stressed it will not be an 'inter-religious prayer', which would have posed problems for the three faiths. In the Vatican Gardens, the prayers will be recited in chronological order of the world's three main monotheistic religions, starting with Judaism, followed by Christianity and then Islam. AFP PHOTO / FILIPPO MONTEFORTE (Photo credit should read FILIPPO MONTEFORTE/AFP/Getty Images) (credit:Getty Images)
(20 of26)
Pope Francis kisses Israeli President Shimon Peres (L) after a joint peace prayer on June 8, 2014 at the Vatican. The Vatican has defined the meeting between Israeli President Shimon Peres and Israeli President Shimon Peres as an 'invocation for peace' but has stressed it will not be an 'inter-religious prayer', which would have posed problems for the three faiths. In the Vatican Gardens, the prayers will be recited in chronological order of the world's three main monotheistic religions, starting with Judaism, followed by Christianity and then Islam. AFP PHOTO / FILIPPO MONTEFORTE (Photo credit should read FILIPPO MONTEFORTE/AFP/Getty Images) (credit:Getty Images)
(21 of26)
Palestinian leader Mahmud Abbas (C), Pope Francis (L) and Israeli President Shimon Peres (R) plant an olive tree after a joint peace prayer on June 8, 2014 in the gardens of the Vatican. The Vatican has defined the meeting between Israeli President Shimon Peres and Israeli President Shimon Peres as an 'invocation for peace' but has stressed it will not be an 'inter-religious prayer', which would have posed problems for the three faiths. In the Vatican Gardens, the prayers will be recited in chronological order of the world's three main monotheistic religions, starting with Judaism, followed by Christianity and then Islam. AFP PHOTO / FILIPPO MONTEFORTE (Photo credit should read FILIPPO MONTEFORTE/AFP/Getty Images) (credit:Getty Images)
(22 of26)
Pope Francis (C) stands between Palestinian leader Mahmud Abbas (R) and Israeli President Shimon Peres (L) before they shake hands following a joint peace prayer on June 8, 2014 at the Vatican. The Vatican has defined the meeting between Israeli President Shimon Peres and Israeli President Shimon Peres as an 'invocation for peace' but has stressed it will not be an 'inter-religious prayer', which would have posed problems for the three faiths. In the Vatican Gardens, the prayers will be recited in chronological order of the world's three main monotheistic religions, starting with Judaism, followed by Christianity and then Islam. AFP PHOTO / FILIPPO MONTEFORTE (Photo credit should read FILIPPO MONTEFORTE/AFP/Getty Images) (credit:Getty Images)
(23 of26)
Israeli President Shimon Peres (L) shakes hands with Palestinian leader Mahmud Abbas and Pope Francis (C) after they plant an olive tree in the Vatican's gardens following a joint peace prayer on June 8, 2014 at the Vatican. The Vatican has defined the meeting between Israeli President Shimon Peres and Israeli President Shimon Peres as an 'invocation for peace' but has stressed it will not be an 'inter-religious prayer', which would have posed problems for the three faiths. In the Vatican Gardens, the prayers will be recited in chronological order of the world's three main monotheistic religions, starting with Judaism, followed by Christianity and then Islam. AFP PHOTO / FILIPPO MONTEFORTE (Photo credit should read FILIPPO MONTEFORTE/AFP/Getty Images) (credit:Getty Images)
(24 of26)
Pope Francis sits next to an olive tree during a joint peace prayer with Israeli President and palestinian leader on June 8, 2014 in the gardens of the Vatican. The Vatican has defined the meeting between Israeli President Shimon Peres and Israeli President Shimon Peres as an 'invocation for peace' but has stressed it will not be an 'inter-religious prayer', which would have posed problems for the three faiths. In the Vatican Gardens, the prayers will be recited in chronological order of the world's three main monotheistic religions, starting with Judaism, followed by Christianity and then Islam. AFP PHOTO / FILIPPO MONTEFORTE (Photo credit should read FILIPPO MONTEFORTE/AFP/Getty Images) (credit:Getty Images)
(25 of26)
Pope Francis (C) sits between Palestinian leader Mahmud Abbas (R) and Israeli President Shimon Peres (L) during a joint peace prayer on June 8, 2014 in the gardens of the Vatican. The Vatican has defined the meeting between Israeli President Shimon Peres and Israeli President Shimon Peres as an 'invocation for peace' but has stressed it will not be an 'inter-religious prayer', which would have posed problems for the three faiths. In the Vatican Gardens, the prayers will be recited in chronological order of the world's three main monotheistic religions, starting with Judaism, followed by Christianity and then Islam. AFP PHOTO / FILIPPO MONTEFORTE (Photo credit should read FILIPPO MONTEFORTE/AFP/Getty Images) (credit:Getty Images)
(26 of26)
Palestinian leader Mahmud Abbas (R) delivers a speech next to Pope Francis (C) and Israeli President Shimon Peres (L) after a joint peace prayer on June 8, 2014 in the gardens of the Vatican. The Vatican has defined the meeting between Israeli President Shimon Peres and Israeli President Shimon Peres as an 'invocation for peace' but has stressed it will not be an 'inter-religious prayer', which would have posed problems for the three faiths. In the Vatican Gardens, the prayers will be recited in chronological order of the world's three main monotheistic religions, starting with Judaism, followed by Christianity and then Islam. AFP PHOTO / FILIPPO MONTEFORTE (Photo credit should read FILIPPO MONTEFORTE/AFP/Getty Images) (credit:Getty Images)
“We are therefore sorry that the use of the image of the pope and the imam has so offended the sentiments of the faithful.”
President Obama’s team wasn’t won over either. "The White House has a longstanding policy disapproving of the use of the president's name and likeness for commercial purposes," White House spokesman Eric Schultz told The Huffington Post.
Benetton is known for its controversial ads, including one of a young nun kissing a priest.
A further poster from the same Unhate campaign showing Merkel and Italian Prime Minister Silvio Berlusconi had to be scrapped after the controversial leader resigned.
100 Controversial Adverts
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Levis.
(02 of100)
Saatchi and Saatchi's campaign for The Conservative Party ahead of the 1979 general election.
(03 of100)
Durex.
(04 of100)
Sisley fashion brand.
(05 of100)
Sean John's Unforgivable Woman fragrance.
(06 of100)
Linford Christie stars in Kleenex's tissue advert.
(07 of100)
Wonderbra's infamous advert.
(08 of100)
Lynx.
(09 of100)
BMW.
(10 of100)
BaF's anti-domestic violence ad.
(11 of100)
Red Tape menswear fashion brand.
(12 of100)
Controversial French anti-smoking advert,
(13 of100)
MacDonald's.
(14 of100)
QSOL service provider.
(15 of100)
NSPCC
(16 of100)
A German MacDonald's advert.
(17 of100)
Heinz.
(18 of100)
Cadbury's.
(19 of100)
Miquita Oliver in Women's Aid advert.
(20 of100)
Advert for Chicolate chocolate substitute.
(21 of100)
Skin Burn, anti-smoking ad
(22 of100)
Barnardo's.
(23 of100)
Tipalet cigarette advert.
(24 of100)
Benetton
(25 of100)
TG4 television program entitled 'Paisean Faisean'.
(26 of100)
Courage beer.
(27 of100)
Budweiser.
(28 of100)
Barcardi rum.
(29 of100)
Amnesty International
(30 of100)
Skyy alcoholic drink.
(31 of100)
Amnesty International
(32 of100)
Amnesty International
(33 of100)
Anti binge-drinking advert
(34 of100)
Van Heusen
(35 of100)
BMW
(36 of100)
Pitney-Bowes Postage Meter
(37 of100)
Government anti-drug driving advert
(38 of100)
Anti-abortion advert
(39 of100)
Advert against verbal abuse
(40 of100)
Fabrica
(41 of100)
Benson & Hedges
(42 of100)
American Apparel
(43 of100)
Amnesty International
(44 of100)
Post-It
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An M&C Saatchi advert for St Matthew's in the City in Aukland, New Zealand.