My name is Andrew, and I am not a Mormon.
I am, however, an appreciator of quality marketing, and the goods being put forth by the Church of Jesus Christ of Latter-day Saints are second to none. You must’ve seen some of these ads from Mormon.org before. If you watched it with a group, someone said something. If you were alone, you tuned in. At the very least, these ads are drawing attention, and since getting one to convert to a new religion is a tough sell, I’m sure the Mormons are satisfied with the buzz.
Timing is everything, and those crafty Mormons keep catching me when I least expect them. I’ve heard their radio spots after a Lil’ Wayne song on the local hip-hop station. I’ve seen their commercials during the seventh inning of a Minnesota Twins game. The Mormons have shown ninja-like abilities to catch people off guard. They same can’t be said for their previous marketing campaign.
Timing is also curious when you consider Proposition 8 and the recent decision by a federal judge to allow continuation of same-sex marriages in California starting Wednesday. The Mormons played an integral role in passing Proposition 8 in 2008, and their efforts were the focus of a recent documentary called 8: The Mormon Proposition:
I have no doubt the Mormons employ a group of advisors whose sole purpose — no pun intended — is to improve the public image of Mormons. If that’s the case, they’re doing one hell of a job. (Still no intention.) This campaign, at the very least, normalizes a religion long seen as something on the fringe, extreme, different. Sure, they may have stolen from Microsoft’s commercials (“I’m ____ and I’m a PC”), but these spots have drawn attention and stirred dialogue.
What more can you ask for?