Godbaby is the new face of the church this Christmas. Here he is in all his plasticy glory:
Created by the ChurchAds advertising network, Godbaby is the latest in a recent line of seasonal posters created to challenge popular conceptions of Jesus.
Other similar posters include this famous 2006 attempt to communicate Jesus' revolutionary nature by merging his face with that of communist revolutionary Che Guevara:
A couple of years ago, a furore was caused by a Christmas poster campaign featuring an ultrasound of Jesus.
The president of the National Secular Society was so upset about (what he read to be) the ethical implications of Jesus' baby scan that he suggested "the image is too specifically associated with pro-lifers to be seen in a benign context. They should go back to angels and cribs".
He was, of course, missing the point.
As others have pointed out, Jesus's birth was anything but "benign" and the intent of these posters is to shake up popular conceptions of 'sweet baby Jesus, meek and mild'.
Godbaby, which comes in two variations (the second of which is below), is - like the previous posters - designed to provoke discussion rather than explain the message of Jesus in its entirety.
Mark Greene, executive director of the London Institute of Contemporary Christianity, praised the posters, telling the Evangelical Alliance that Godbaby is a "double-barrelled ad" which "simultaneously undermines two corrosive, contemporary beliefs: Jesus is not just a mythic baby to coo at, he is God. And his birth isn't primarily a marketing trigger for buying toys and gifts, it's a moment to remember how desperately we need God and how extravagantly God loves his world."
What do you think of Godbaby? Does it achieve its purpose... and is its purpose a good one?