Presenting the tactics employed by other religious groups, Seth Stevenson critiques three new Scientology advertisements:
By contrast, the three new spots from the Church of Scientology don’t traffic in humor or upbeat mini-fables. Their mood is dark. Their tone is dramatic. Their scope is epic.
The Scientology ads employ a time-honored Madison Avenue tactic: Show the problem. In a classic show-the-problem ad, you might first zoom in on those grass stains that have been ground into little Billy’s trousers. You’d then reveal, in a lingering product shot, the new and improved detergent that will save the day.
Here, the problem is slightly more abstract than ground-in grass stains. The problem is spiritual emptiness. “We’re all looking for it,” intones the announcer in one of the Scientology spots. “Some of us have been looking our whole lives. Some think they can buy it. … Some travel the world in search of it. Most don’t even know what they’re looking for. But we all feel it. That aching desire.” The final reveal suggests that Scientology, much like a powerful laundry detergent, will provide a solution.
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But Scientology’s marketing challenges are different from those faced by religions with more established bona fides. By now—especially in the wake of the Tom Cruise couch-jumping incident, and the subsequent snarky national conversation—I think there are a fair number of people out there who have a nascent, inchoate sense that Scientology is weird. They’re looking for reassurances that this is a faith for everyday people, not just eccentric celebrities. They’re wondering whether Scientology’s worship services will be something they’re comfortable with. These grandiose yet stubbornly vague ads, with their intimations that Scientology holds the answers to all life’s riddles, don’t bother to address any of those less lofty concerns.
Are the ads effective? They’re certainly professional. You’ve got to be impressed with the cinematography and editing. The high-budget gloss alone will likely sway a few viewers to visit Scientology’s content-rich Web site.
Read the full article here and watch the videos of the commercials here.
