Friday, September 28, 2007
New UUA Commercial
I don't hate it, but hm... one of the things I want in a marketing campaign is that I'd like it to attract the sort of people I actually want to attend church with, and I'm not sure that will.
It's a little angry almost, and I think San Francisco is a weird market for an ad that is really obviously directed at people who have a very polarized view of God. San Franciscans, whatever my other complaints about them might be, seem hip to the idea that people have lots of views of God.
My guess is that commercial would get us more members in a market like Atlanta or Austin, where sophisticated people live surrounded by those who have a more polarized view of God. People who think "Mango thoughts in a meatloaf town," as Meg Barnhouse put it.
Such people are often still pretty angry, though.
That said, I've only ever even seen one commercial for a church that made me want to attend that church. The Methodists made it. Though oddly it isn't on YouTube, you can view it here by scrolling about halfway down the page and looking to the left.
who realize how upper middle class and snobbish parts of her reaction are, but feels like honoring her upper middle class snobbishness in this instance because upper middle class snobs are a pretty reasonable marketing segment for us.
(The below started out as a response to Joel's comment, but I'm posting it with the rest of the message because I'm thinking the original message didn't get my point across.)
(((Joel Monka said...
The Mormons make good commercials, too. But those churches have the advantage of a uniform creedo accepted in every congregation within their denominations. What could we possibly say in a commercial that would be true of every UU congregation other than what was said in that commercial?
Don't judge the Methodist commercial by its denomination.
Watch it first.
Or if you can't, know that the commercial features a woman driving around town leaving packages in public places, most notably in what looks like a more run-down area, as non-descript music plays in the background.
She pulls into her own driveway, and a package just like the ones she has been leaving around is waiting for her on the porch of her very nice-looking house. She looks around, surprised and pleased as the picture fades into the methodist logo.
The voiceover says:
"If you're searching for your ways to share your gifts with others, and possibly even recieve something in return, our hearts, our minds, and our doors are always open. The people of the United Methodist Church."
There's not a bit of creed in there, and nothing our commercials couldn't say or do. I see God acting through that woman, but the commercial doesn't dwell on the point in any way that would be offensive to even the most sensitive athiests.
It's slightly on the sappy side, but I find a lot of things slightly on the sappy side.
Mostly, I think it's brilliant. It makes me want to join that church in doing good, not join a church in sneering other churches.
And, I should mention, it came out in 2003, and I never forgot it.