Model says ice cream advert did not set out to offend

Published on Friday 10 July 2009 09:43

A MODEL from the Capital at the centre of an advertising row has insisted she did not intend to cause offence by posing as a nun tempted into a kiss with a priest.

Samantha Muirhead, from Stockbridge, stressed the controversial ice cream advert, banned by the Advertising Standards Authority, was meant to be fun and called on objectors to "get a sense of humour".

The 23-year-old model and presenter said: "I do not want to be seen as somebody who disrespects religion. It was a light-hearted shoot and that's why I did it. It was great fun and never meant to offend anyone."

Ms Muirhead was selected from hundreds of models across the UK to take part in the advert for Antonio Federici Gelato Italiano ice cream earlier this year, which appeared in both the Delicious and Sainsbury's magazines.

Although she is not Italian, directors chose her for her olive skin tones, dark hair and eyes. The advert shows her dressed in a habit, leaning to kiss a male model wearing a clerical collar and holding a pot of ice cream, with the caption "Kiss Temptation" underneath.

Advertising regulators last week ruled the image should be pulled from public display, following ten complaints that the suggestion of a kiss between a priest and a nun was offensive by demeaning people who had chosen to follow a religious vocation.

Ms Muirhead said: "Both myself and the other model were asked beforehand if we were religious because we were going to have to put on these outfits. I'm quite concerned by the reaction, but I'm not the type of person to get upset. The advert set out to do exactly what it has – get attention.

"A big fuss has been made about this and therefore, ultimately we have won."

Ms Muirhead, who is originally from Australia, lives in the city with her husband Dale, 35, a personal trainer.

She has modelled since she was 18 and regularly poses for Boudiche, on Frederick Street, and is also the presenter of the swap website www.brightbluebutton.com.

In the shoot, she wore a real-life habit on hire from a religious clothing supplier, and in other pictures, not used in the advert, can be seen lying on an elaborate 19th century bed with her forbidden priest.

She said: "He was in his underwear and we were flicking ice cream at each other. It was great fun."

Antonio Federici told the Advertising Standards Authority the advert was intended as a "light-hearted, tongue in cheek portrayal celebrating forbidden Italian temptations" which their Gelato Italiano ice cream represented.

The ruling reads: "They considered that, in an age where religion was frequently used in a humorous way in the media, the image would not offend the vast majority of readers."

Ms Muirhead said: "I would say to objectors, just get a sense of humour. That's what all of this is about."