Digital Marketing Asia 2024 Singapore
marketing interactive Digital Marketing Asia Singapore 2024 Digital Marketing Asia Singapore 2024
2024 Paris Olympics committee apologises for controversial 'The Last Supper' sketch

2024 Paris Olympics committee apologises for controversial 'The Last Supper' sketch

share on

The Paris 2024 committee has reportedly apologised to Catholics and other Christian groups following a controversial scene in the Olympic Games opening ceremony that appeared to parody Leonardo da Vinci's 'The Last Supper' painting. 

The segment, which resembled the biblical scene of Jesus Christ and his apostles sharing a last meal before crucifixion, featured drag queens, a transgender model, and a naked singer painted in blue to represent the Greek god of wine, Dionysus. 

Paris 2024 spokesperson Anne Descamps said during a press conference that there was never an intention to show disrespect to any religions group, reported Reuters. 

Don't miss: What led to the PR debacle around Nike's Olympics campaign?

She reportedly added that the opening ceremony tried to celebrate community tolerance and believed that the ambition was achieved. Descamps also said that the committee is sorry "if people have taken any offence." 

In addition, the official Olympics account said that the "interpretation of the Greek God Dionysus makes us aware of the absurdity of violence between human beings.”

Interestingly, Thomas Jolly, the artistic director behind the opening ceremony, reportedly said that the scene was not inspired by 'The Last Supper' and was a depiction of a pagan feast linked to the gods of Olympus. 

Jolly reportedly added that his work will never desire to denigrate anyone or anything. 

Meanwhile, following the opening ceremony, archbishop of Malta Chales Jude Scicluna released a statement on X saying that he has sent messages to the French ambassador of Malta to express his "distress and disappointment of many Christians at the gratuitous insult to the Eucharist during the opening ceremony of the 2024 Paris Olympics." 

In his message to the ambassador, the archbishop said a group of drag artists had parodied the last supper of Jesus. He encouraged others to do the same too. 

Aside from the opening ceremony, the 2024 Paris Games have been earning much buzz in the fashion world, following luxury group LVMH's premium sponsorship. 

LVMH has seen predominantly positive sentiments following its sponsorship of the 2024 Olympics.

According to media intelligence firm Truescope, LVMH has accumulated over 2.9 billion potential impressions globally. 

This is according to data recorded from at least 2,400 articles over the course of 30 days leading up to the Olympics. Media coverage ranged from highlighting LVMH's CEO Bernard Arnault, who has been dubbed the 'Olympics' godfather', his passing and LVMH's sponsorship. 

"LVMH’s strategic engagement with the Paris Olympics has left a significant impression on global audiences," said Kelvin Koh, managing director of Truescope. 

Gear up for the most captivating PR conference of the year! #PRAsia #Singapore &  #Malaysia returns, bringing you the tools and insights you need to dominate in this dynamic environment. Join over 100 industry leaders and experts for an action-packed program filled with insightful discussions and valuable takeaways.

Related articles: 
Dear Sydney: Google lands itself in hot water over AI-driven Olympics ad 
Nike ad featuring athlete licking table tennis paddle sparks outrage in China
Toyota taps into the power of community in new global Olympics, Paralympics campaign 

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window