Extravagant Welcome

Many mainline churches see multimillion-dollar advertising campaigns as the latest evangelistic tool, but none hit the news like the “God is Still Speaking” campaign from the United Church of Christ—in part because major TV networks classified the ads as “advocacy” spots and rejected them. The first series, aired on cable networks, showed gruff bouncers turning away select worshippers at the church door—including racial minorities and gay and lesbian couples—followed by the text “Jesus didn’t turn people away. Neither do we.” The newest ads, to be launched in March, promise to be as quirky and cutting-edge as the previous ones.

“These commercials are like modern parables,” campaign coordinator Ron Buford told Sojourners. “When people see these ads, they get it.” In fact, the ads won the Association of National Advertisers annual award for multicultural excellence. Buford is confident that future ads will build on this response, saying, “They will be funny, hard-hitting, and they will make the point.”

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