Is this ad appropriate?

Being current is great. Hopping on the latest trend and producing some fantastic content around it is perfect for relevance. But where do you draw the line between relevancy and exploitation?

For example one of the biggest events to happen recently was the conclave and announcement of the new Pope. For many Catholics worldwide this was a highly religious event and yet this was also a hot topic for many advertisers who used the event to promote their own products. For example the ad below by Jason Associates. Sure it's really clever but is it appropriate?



There are two topics most people are highly sensitive about Politics & Religion, and the conclave touches on both. While the Pope is the faith leader of millions of Catholics he is also the political leader of Vatican city, the world's smallest country, so is such advertising a good idea?

Advertising maverick's would love taking a risk and saying why not, but today when an incorrect tweet can have big consequences its better to think before you leap.