Whether you’re watching television, searching Google or following Twitter at home, work, on the street, or chatting on a social media network, you’re likely to see one of the Church of Scientology International’s new ads.
The cross-platform campaign is aimed at broadly reawakening spiritual values and appears on Internet outlets the likes of Google, Yahoo, YouTube and other social media networks, as well as TV channels like MTV, Discovery, ESPN2, The Learning Channel, CNBC, MSNBC, CNN, Fox New and Fox Sports. Set to run throughout 2009, the ads are also geared at answering the most commonly asked question about Scientology-what is it?-and directs viewers to www.Scientology.org.
The campaign’s array of state-of-the-art video, flash and text ads use a powerful combination of language and imagery, making them both personal and intriguing. One begins by declaring “you” are not several things people are commonly associated with: their job, clothes, fears, failures and past. It then flows into what the ad states “you” are: hope, imagination, the power to change, create and grow. The finale tells of a core Scientology belief: “you are a spirit, who will never die, and no matter how beaten down, you will rise again.”
“As the only major religion to emerge in the 20th century, the Church of Scientology has always been progressive,” said Rev. Robert Adams, Vice President of the Church. “These messages show that and cut through the noise and hype with fundamental truths that are key to personal happiness.”
Scientology.org is a full online library of video presentations that explain fundamental Scientology beliefs and practices. Among the site’s popular features is an 8-minute video on the life of the religion’s Founder L. Ron Hubbard and a collection of over 150 mini-documentaries of Scientologists of various ages, ethnicities and walks of life.