Advertising Practitioners Council of Nigeria(APCON),says it would sanction Sterling Bank Plc for its offensive Easter advertisement,which likened resurrection of Jesus Christ to Agege bread.
The body in a circular sighted by Premium News,said its action was necessary in order to ensure that no religious belief or faith is ridiculed or any blasphemous advertisement exposed in any guise.
The circular,which was signed by the Registrar/Chief Executive Officer of APCON,Dr.Olalekan Fadolapo,stated that the bank did not submit the advertisement to the Advertising Standards Panel(ASP) for requisite approval before exposing same.
The circular reads:”The Advertising Practitioners Council of Nigeria(APCON), has observed with displeasure the insensitive and provocative Easter celebration advertisement by Sterling Bank Plc which compared resurrection of Christ with Agege Bread.
“The distasteful advertisement was neither submitted nor approved for exposure by the Advertisement Standards Panel(ASP),that the statutory panel charged with the responsibility of ensuring that advertisement conform with the prevailing laws of the federation as well as code of ethics of advertising in Nigeria.
” APCON will take necessary actions to ensure that Sterling Bank is sanctioned for the exposure of such offensive advertisement ,according to law and that no religious belief or faith is ridiculed or any blasphemous advertisement exposed in any guise”
The advertisement message,”Like Agege bread, He rose” ,had attracted wild condemnations by some Nigerians,who said it was conveyed in bad faith.
They also labelled the advertisement content as ‘insensitive’, ‘distasteful’, ‘mockery’, and demanded an immediate apology from the bank.
One @olajacs tweeted, “Dear Sterling Bank, it is not funny comparing the resurrection of our Lord Jesus Christ, the basis for our faith as Christians to Agege bread. That’s so insensitive”.
Another, angry Nigerian Duchess Adedoyin said, “This is such a distasteful mail to receive from Sterling Bank on Easter Sunday.
Controversial Easter advert
“That is a mail that the Bank needs to quickly recall and apologize to everyone that received it. Comparing the resurrection of Jesus to Agege bread…”.
Also, @AbubeGary expressed disapproval at the Sterling Bank’s message, “What a humiliating way to insult our Lord Jesus Christ. An institution like Sterling bank? Pity”
Sodji Adeleke Abraham in his angry tweets called on the Christian associations to take up the matter with the bank.
“Christian Association of Nigeria, PFN, and other Christians should take this up. Coming from a bank that practices Islamic banking is totally unacceptable.We demand an apology for this mockery.”
Sterling Bank was also punched on Facebook by Nigerians.
” This is the most offensive post and senseless. I got this as an Easter greeting from this bank. Sterling bank you are going down except you respect what should be respected and fear what should be feared…,” said Gold Anuli on her page.
Joshua Falade in a post also condemned the message from the bank.
Part of the post read, “Like Agege Bread, He Rose: What a Disparage Comparison of Christ’s Resurrection By Sterling Bank!
“The peak of aberration, dumbness, and disparage is Sterling Bank’s cheers about Christ’s resurrection this morning- Like Agege Bread,He Rose! I am disturbed at the depth of ineptitude, shoddiness, and insensitivity of a brand that counts on the patronage of the public, among whom are Christians to keep afloat to make such a grave and dangerous comparison.
“While it is needless to fight on behalf of our own God as Christians and His Son who died for the ransom of the entirety of human race(God can defend Himself), Sterling Bank and motleys of individuals who have reduced Christ’s resurrection to a rise of a dough of bread often raised with yeast and bromide (a substance that is dangerous for consumption)need be reminded that they erred grossly in their comparison. Christ’s resurrection differs greatly from the rising of Agege bread.
“We await Sterling Bank to atone for her error by withdrawing that wishes with an immediate effect. Making a public apology may be necessary to salvage the damages she has done already to her brand. Other corporate brands may need to learn to avoid stoking an ember of crisis in a country already polarized by religion to avoid making light of some religious tenets that the adherents hold in high esteem.
“Of course, if these wishes were made innocently to some other religions, by now, SB and whosoever make that mistake would be counting their losses. This will be too grave and must be avoided!”
Another Nigerian Tanko Lami,also expressed anger on her page, “Sterling Bank Easter copy said “Like Agege, He rose”
“Whether copy, creative or technical writing, this is an ugly sense of humour laced badly with disrespect to their customer’s faith.This is a Bank! A Bank! An industry that is supposed to welcome everyone. Everyone including an imbecile is your customer as long as he can afford to open an account… But you choose to personify Christ to Agege bread.Nawaoh if you see the humor, please let me know.”
