New Scientology Campaign

When I first saw these ads they made me think of the Visa "GO" campaign. Very aspirational, but lacking a little 'je ne sais quoi.'

Although the visuals are nice, one issue I have with this campaign is that it does not really address the current state of the Scientology "brand" - besides associating them with some Hollywood a-listers and a few bad sci-fi novels, few people know what they are about!

I guess this is the issue with these types of campaigns... Although they may help consumers feel good about a brand, they really don't help them with their familiarity issues. Perhaps brands in this situation should focus on building a solid base of consumer knowledge before they move up the hierarchy and try to connect with folks at an emotional level... Either that or hope that a lot of people will be intrigued enough to search for more info on their own (their website is nicely presented to those that sit through the entire spot!).

Who knows, maybe this type of product works differently - Its not everyday that you see a religion trying to acquire 'new users' through television advertising.

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