Coke Sues for Unauthorized Publicity in Jesus Film

Coca Cola Company has taken legal action against the producers of a spirituality themed Italian film entitled "7 Km da Gerusalemme" (Seven Kilometers from Jerusalem) that depicts a Milanese advertising executive who has a midlife crisis and makes a pilgrimage to the Holy Land. While in the desert, the man gives Jesus a ride in his Jeep, hands him a Coke, and, while Jesus drinks, exclaims, "My God, what a testimonial!"

Coke has demanded the scene be cut from the film, claiming the use of their brand was unauthorized and likely to give them a negative image. The film had hoped to take advantage of the Easter holiday with a planned release date of April 6th, but was forced to delay by the pending litigation.