Men from the Huttrerite Bretheren of Viking appear in a full-page advertisement for Alberta Milk this month in Alberta Views magazine. (CBC)

Three Hutterite men have posed for a milk advertisement, even though many of their culture object for religious reasons to being photographed.

The trio from the Hutterite Brethren of Viking are posed with sunglasses and suspenders in front of their herd of cows in a full-page advertisement for Alberta Milk this month in Alberta Views magazine.

Mike Southwood, the general manager of Alberta Milk, said when they planned the campaign they approached a number of Hutterite colonies. Most said no because having their photo taken conflicts with their beliefs.

"We don't often get to promote that side of our sector, so we did feel that this was a real opportunity for us," he said.

The ad was shot three years ago and has appeared twice before in newspapers without attracting any attention.

Kurt Wipf, who is in the ad, said the men agreed to pose because it promotes their industry without conflicting with any religious or traditional aspects of their culture.

Photo exemption for driver's licences

In Alberta, Hutterites have won the right not to have their photographs on driver's licences.

The Wilson colony in southern Alberta argued in court that the government's rule violated its charter right to freedom of religion. Members believe the Second Commandment in the Bible ("Thou shalt not make unto thee any graven image") prohibits them from willingly having their picture taken.

The Alberta Milk advertisement is a surprising move, said Ben Graham, who specializes in agricultural marketing, but savvy on both ends.

"It's always a benefit for the producer to be profiled and for the producer group or organization that markets the end product to focus on their top producers," he said.

James Frideres, who studies Hutterite culture at the University of Calgary, said when there isn't a religious conflict, Hutterites can be a pragmatic group.

"They are embracers of technology par excellence. If it makes them more effective and more efficient in terms of their financial activities, they're prepared to enter into it," he said.