The United Church of Christ, known for their headline grabbing commercial that was rejected by the networks, is back with a new ejector pew commercial. This time around a traditional American family looks horrified at the non-traditional church goers–single mother, gay couple, Hispanic or Middle-Eastern–and each one is literally ejected. The tagline is “God doesn’t reject people, neither do we.”
This time around it’s part of a $1.5 million campaign that extends well beyond TV. They’re planning a word of mouth campaign that includes airing the commercial on more than a dozen cable networks (once again, the major broadcast networks rejected the ad), as well as tapping into web sites, e-mails, podcasts, local church events and even merchandising. The commercial is available online at two UCC sites (the God is Still Speaking campaign site and a new Rejection Hurts site where people can share stories of being alienated by organized religion. There are also plans to add the commercial to viral video sites like You Tube.
“We’ve forgotten that the No. 1 way people come to faith is by one person inviting another person,” said Ron Buford, the director for the campaign at the United Church of Christ in Cleveland.