A Swiss beachwear brand has been condemned by Christian organisations in the country for celebrating its 38th anniversary by saying it has outlived Jesus Christ.
The company, named Ta-bou, has posted adverts across Switzerland featuring a model wearing a bikini and posing next to a crucifix.
According to the Bible, Jesus lived for 33 years before being executed on the cross.
The adverts also boasted about having lasted longer than Alexander the Great, who died aged 32, reports the Daily Mail.
Swiss Evangelical Alliance spokesman Thomas Hanimann told the newspaper: “Quite aside from the fact that this advert is meant to offend religious feeling, it is a load of nonsense.
“It is a shame that the company and the marketing experts responsible for it did not want to go more deeply into the question of belief which it seems for them was a taboo.”
Simon Spengler, who is in charge of communication and culture at the Catholic Church in Zürich, added: “Jesus actually died for everybody, including this attractive young lady.
“1.2billion people worldwide believe in his name. Ta-bou therefore have a bit of catching up to do. I don’t really believe that they are going to achieve that.”
Reacting to the comments, the boss of the family-owned business Gianna De Nicola said: “We want to fight for ethics in textile production and that is what counts.”