Benetton ad campaign 'Unhate' with pope-imam kissing pulled after Vatican protest

Benetton ad "Unhate" showing pope-immam kissing.

One of the Benetton "Unhate" ads showing Pope Benedict XVI kissing on the lips the imam of the Al-Azhar Mosque in Cairo, Egypt, Ahmed el Tayyeb has been removed by the Italian clothing company after receiving a protest from the Vatican.

Benetton said that it was "sorry that the use of the image had so hurt the sensibilities of the faithful." The statement came after receiving a condemnation from the Vatican.

"We must express the firmest protest for this absolutely unacceptable use of the image of the Holy Father, manipulated and exploited in a publicity campaign with commercial ends," Vatican spokesman Federico Lombardi said in a statement.

"This shows a grave lack of respect for the pope, an offence to the feelings of believers, a clear demonstration of how publicity can violate the basic rules of respect for people by attracting attention with provocation," he added.

The said Benetton ad is part of new global advertising campaign of the company called "Unhate" which was launched Wednesday. With the purpose of battling the culture of hate in all its forms, "Unhate" ads feature photoshopped photos of political and religious leaders kissing including US President Barrack Obama, Israeli Prime Minister Benjamin Netanyahu, Palestinian leader Mahmud Abbas, French President Nicolas Sarkozy, and German Chancellor Angela Merkel. Check out the said Benetton "Unhate" ads below: