The Coca-Cola company is applying legal pressure against the Italian film producers, Graziano Prota and Angelo Sconda, to pull its Coca-Cola product from one of the scenes from “7 Km da Gerusalemme” (Seven Kilometers From Jerusalem). The film centers around a Milanese ad exec who has a midlife crisis and embarks upon a pilgrimage to the Holy Land.

The particular scene is question certainly does seem a little bizarre:

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 is concerned that the association of their product with the topic and situation may generate negative publicity, hence their request to have it removed from the film. The movie was intended to be released the weekend of Easter, but due to the potential litigation it will now be held back to make time for editing.

Interestingly the film, based upon the best-selling Italian book, “Seven Kilometers”, seems to have gained the nod of approval from the Vatican. That’s a tough break for the filmmakers. You’re able to satisfy the Vatican but still get turned down by a soda company. I’m not surprised though, I’ve always thought of Coke as the no morals type of soda. I have it on very good authority that I totally made the following up: If you dig up the original Coca-Cola ads, back when it still had cocaine in it, their slogan was “Sinner’s Choice”.

In related news, Pepsi has renewed its 10 year exclusivity contract with Scientology, said spokesman Tom Cruise. Following this announcement Cruise jumped up and down on the podium, swinging his arms and shouting gibberish.

Thanks to Manthem for sharing this after discovering it over at Variety.com