Churches combat the Christmas advertising blitz with a picture of Jesus, Joseph and Mary in an archetypal urban setting

But the manger is conspicuous by its absence from the picture at the heart of a new festive campaign aimed at boosting attendances in the UK's churches.

Instead, the Holy Family are depicted huddling in a dingy bus shelter, while some of the shepherds and the wise men appear more interested in checking the bus timetable or flagging down the next service.

Church leaders have defended the campaign, saying it was necessary to compete with the massive advertising consumers are bombarded with in the run-up to Christmas.

The Churches Advertising Network is encouraging churches across the country to use the image in their festive publicity.

They have also struck a deal that will see advertising space donated in more than 1,000 bus shelters around the UK.

Ian Galloway, convener of the Church of Scotland's church and society council, said: "Advertising plays a huge part in people's spending decisions, and already the action is hotting up on TV and billboards across the country.

"So why not one amid the many that reminds us about the story that has been at the heart of Christmas for more than 2,000 years? Through the ages, art has always been an important medium for conveying meaning, and religious art is a magnificent part of our heritage. This new example speaks eloquently of the central event of Christmas and makes it clear the meaning is for today."

The group has previously run controversial campaigns including a poster depicting Jesus as Che Guevara and one suggesting that Mary was having a "bad hair day" when she discovered she was pregnant.

Francis Goodwin, the group's chairman, said the latest painting, by Royal Academy gold winner Andrew Gadd, was intended to "challenge people to make them reassess what the birth of Jesus means to them".

He said: "By using a powerful and contemporary piece of art, from a world-renowned painter, we can create an enduring image for our own times."

Mr Gadd said: "At first, I didn't like the idea of painting a nativity scene in an urban setting. However, once it was explained that it was to be designed for bus stops, it gave me an idea. The bus stop when simplified is like a stable. It is a shelter, a place people go, but never want to be."

Father Ed Hone, of St Patrick's Church in Edinburgh, has run a string of unusual campaigns, including taking out adverts to offer up his confession box to Fringe-goers.

He said: "Churches are now competing in an environment that is very competitive and slick. Churches are right to take this kind of action."

Churches take it to the limit in bid to be relevant

THE Churches Advertising Network has previously joined forces with the Scottish Episcopal Church for a festive campaign.

The chosen image showed the three kings looking down in horror at a price tag left on the gift of gold for the baby Jesus.

Another controversial advert produced by the group saw Santa Claus take the place of Jesus in the manger.

Matt Lucas and David Walliams, stars of BBC comedy Little Britain, along with comedian Catherine Tate mounted a legal action against a separate campaign by the Christian Publishing and Outreach campaign.

It used famous phrases like "Yeah but no but yeah" and "Am I bovvered?" on posters aimed at encouraging more youngsters into church.

Figures released earlier this year found more than 415,000 Scots went to church on an average Sunday. By 2015 the number of Scots going to church is expected to fall below 10 per cent of the population for the first time. However Catholic churches have been boosted by the huge influx of Polish immigrants into Scotland.