Who is St Supery's Ad agency and what are they smoking?

[Botafogo]

Anyone else seen the current print ads for this winery? They depict what appears to be the shroud of Turin (the supposed burial cloth of Jesus with a "natural" photographic image of him) with not Jesus but a bottle of St Supery Cabernet on it.

I am a cynical, irreverent Pagan BUT this cannot play well in a lot of arenas, hunh? It seems like just plain stupid to me. IK, you are a practicing Catholic (hope you get it right some day, ba-da-bing!), what do you think of this?

Roberto