Antonio Federici is at it again. Last summer the ice cream maker infuriated god-fearing folk with a provocative print ad showing a sassy nun about to play tonsil tennis with a priest. It was banned by the ASA.

Now the sequel shows a pregnant nun eating ice cream, with the strapline 'Immaculately conceived'.

Federici creative guru Matt O'Connor said the ad was "intelligent, challenging and iconoclastic".

Which is a delicate way of saying the aim is to wind up everyone they possibly can.