Sony - To commemorate the tenth anniversary of the PlayStation (PS) gaming console in Italy, Sony released an ad depicting a man smiling towards the camera and wearing on his head a crown of thorns with button symbols (Triangle, O, X, Square). At the bottom, the copy read as 'Ten Years of Passion'. This outraged the Vatican as well as many local Catholics, prompting comments such as 'Sony went too far' and 'Vatican excommunicates Sony'. After the incident, the campaign was quickly discontinued.