By J. Bennett Guess
United Church News
Dec. 13, 2004
CLEVELAND -- The United Church of Christ announced today (Dec. 13) the release of two 60-second radio commercials to complement its television advertising campaign, launched nationally - with a touch of controversy - on Dec. 1.
Utilizing a different script but staying true to the edgy-but-inclusive feel of the allegedly "controversial" television spots, the UCC is hoping to underscore its belief that many people feel alienated by institutional religion, but are willing to return if they are welcomed unconditionally.
"The radio ads were designed to speak past the 'church alarm' that goes off in some people's heads that causes them to tune out a religious message," said Ron Buford, coordinator of the denomination's four-year, $30-million media campaign. "They'll be engaged in the ad before they realize it's a church ad."
In keeping with the Christmas season, one of the spots parodies the words of a traditional Christmas carol, with a chorus singing, "O come, some of ye faithful, powerful and privileged, O come all ye special few to Bethlehem …" An announcer interrupts the music, saying, "God doesn't invite some of the faithful. God invites all the faithful. So do we - the United Church of Christ."
A second commercial pokes fun at a perception that churches - perhaps unwittingly - have secret, unspoken dress codes. In the spot, exuberant fashion-show announcers describe the "matching designer suits" and "Italian leather boots" of congregants as they enter a fictitious, clothes-conscious church. A narrator then proclaims, "God doesn't care what you wear to church. Neither do we - the United Church of Christ."
"The ads are designed to be fun and use an element of humor to help us stay on message that 'no matter who you are or where you are on life's journey, you are welcome here,'" Buford said.
The ads are being made available to UCC congregations as part of the church's new media kit. Churches, in turn, have been asked to buy air time on their local radio stations. The ad's closing few seconds include time for churches to customize the commercial.
In many parts of the country, said Buford, UCC churches are banding together to purchase radio time, whereas the television spots have placed nationally by the national offices of the Cleveland-based church.
The denomination's television commercials - which are airing on Fox broadcast and a number of cable networks - set off a national debate over the church's right to air the commercials after CBS and NBC deemed the ads "too controversial" and insisted that the all-inclusive message amounted to "issue advocacy," something the networks say they don't allow.
The new radio spots can be heard online at stillspeaking.com/resources.
