I Thirst (but Not For Coke)

Those wacky moviemakers tried to sneak one by the Coca-Cola company by giving them the biggest celebrity endorsement they could get, but Coke is not pleased:

The Coca Cola Company has taken legal action against producers of a spirituality themed Italian film set in present day Israel in which Jesus drinks a can of Coke in the desert.

Titled "7 Km da Gerusalemme" (Seven Kilometers From Jerusalem) pic centers around a Milanese ad exec having a midlife crisis who makes a pilgrimage to the Holy Land.

In the desert, near the biblical Emmaus, the Italo ad man gives Jesus a ride on his Jeep, hands him a Coke, and, while Jesus is quenching his thirst, says: "My God, what a testimonial!"

Coca Cola in a letter complained to producers Graziano Prota and Angelo Sconda demanding that the scene be cut because it is likely to give Coca Cola a negative image and complaining that use of their brand was unauthorized.

"We are not interested in this kind of product placement," a Coca Cola Italia spokeswoman said.

Due to be released on April 6, Good Friday, "Seven Kilometers From Jerusalem" has now been pulled by distribbery Mediafilm, which was planning to capitalize on the Easter spirit.

I don't know how they thought they could get away with that. Everybody knows God is a Pepsi guy.