First of all, I'll take the Stephen Hawking comment as a compliment. The dude is a genius who got his hot nurse to marry him despite the fact that he has almost no control over his body and she has to wipe his ass. The dude is clearly a baller.
Second, don't think that I am actually very upset about this. I will never be as emotionally involved in theological debates as theists are, because it is not that important to my identity. I merely object on principle, as any serious journalist, whether theistic or atheist, should as well.
Now, as for how advertising for Monster is different than advertising for Jesus, the difference is that Monster does not claim to be anything but a for-profit company that sells caffeine and sugar for exorbitant prices. Christianity's (and organized religions in general) business model on the other hand, is much more insidious in how they conduct business. They sell promises of happiness and the security of an afterlife, while simultaneously proclaiming their own benevolence and collecting immense wealth along the way. A valid religion should, by its own definition, need no additional promotion as it would self promote by providing "the one true path".
So, if Jossi wants to believe in Jesus, that's cool, do your thing. But, if your religion is indeed so great, others will follow without you publicly promoting it. Jossi can claim his religion is a "very personal thing", but when you do so in a magazine, the medium is the message and you are evangelizing.