Church of Scientology Serves Up Poached Apple On Super Bowl Sunday

“In the eternal debate for answers the one thing that’s true is what’s true for you.” Sounds like a line from the Church or Relativity. In fact, it’s the clinching argument in an ad from Church of Scientology.

Called “Knowledge,” the ad aired in select markets on Sunday during the big game. It was produced by Golden Era Productions, which also creates training films and other video content for the church.

Thanks to the Church of Latter Day Saints expert use of video and TV over the years, we are now accustom to seeing consumer marketing tactics used by religious institutions. However, I’m not sure that helps their arguments much.

“To the rebels, the artists and free thinkers…” the narrator invites.

I was almost expecting him to appear on screen with an iPhone 6.

Rohit Deshpande, a professor of marketing at Harvard Business School, told The New York Times that the ad is trying to be inspirational while saying very little about the organization itself. “The motivation is maybe to get some positive association and to build some curiosity so people will follow up and learn more about what the organization is about.”

Somehow, I don’t think this spot will create many investigators, although I do expect it to drive people to join.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.