Its ad, featuring Jesus's face in beer foam on a pint glass, drew a ‘relaxed' (The Guardian, 15 Sep) response from the Church of England.
‘Advertising like this will always upset someone, but maybe it will reach the people other efforts cannot reach,' noted a CofE spokesman in The Daily Telegraph (15 Sep). ‘This is not so much advertising as "subvertising", which is exactly the kind of communication that churches need to engage in,' enthused website www.ekklesia.co.uk (15 Sep). Other media disagreed. For The Times, the campaign was ‘in danger of falling as flat as an old pint of bitter' (15 Sep)
The Daily Mail agreed, with the headline ‘Anger over church advert which puts Jesus's face on beer glass' (15 Sep) giving a high profile to those people who felt the ad undermined anti-binge-drinking campaigns.
‘Such humourless takes from the tabloids on fairly well-conceived ads like this are enough to turn you to dr… well, we'd best not say it,' noted the Daily Star (15 September).