I just saw the controversial commercial by the United Church of Christ. It popped up while we were watching "The Rebel Billionaire" on the Fox Network. I thought it was very well done, very clever, and better than most commercials for soap, soup and the latest, greatest deodorant. From a marketing point of view, the ad works because A) it has a strong point of view, and B) it uses a bit of outlandish humor to get the point across. The two big guys with earpieces look like they should be working the rope line in front of a trendy nightclub. Instead, they are letting the WASPs come to church, and they are turning away minorities, the disabled, and gays and lesbians.

Then come the tag line: "Jesus didn't turn people away . . . Neither do we."

Then a mention of the UCC and fade to black.

I liked it and I have no problem with the commercial. The premise is balderdash because every church I know of is looking for ways to attract more people. We don't have the luxury of turning people away. As M. D. Harmon points out, most evangelical churches are far more welcoming than the so-called inclusive churches.

I don't know if the ad will succeed in attracting more people to the UCC. It will probably strike some people are arrogant: "Our church is better than your church."

Still, it's well done and more interesting that 95% of what passes for church advertising these days.


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