The Mormons launched a new PR campaign on local TV. Two 15 second spots run back to back. There's a series of them. Each features a young, cool, vivacious person doing young, cool, vivacious things, with voiceover:
I'm a bicyclist, I'm a curator, I'm a husband......and I'm a Mormon!
I'm a scateboarder, I'm a student, I'm a musician.......and I'm a Mormon!
Toss in some feel-good banal statement, such as “I believe in living every minute of each day as though it was my last,” and the ad is complete:
I'm a surfer, I'm a wife, I'm a nurse, I believe that we're all here in life to make a difference.......and I'm a Mormon!
Get it? We're cool, just like you. What.....did you hear somewhere that we're weird? Who told you that? No! We're not weird at all! We're just like you, only more so! Please.....love us!
Now, can I tell you what I think of this campaign? If I do, it will be a departure for me, because I've said kind things about Mormons on these posts. Besides, I don't want to offend Nate the Mormon, an amiable fellow with whom I sometimes exchange comments, who is these days given to writing movie reviews on off-the-radar films. I mean, don't get me wrong.....it's not as though I think Mormons and JWs are brethern religions or anything.......we're poles apart spiritually.... but there are several similarities between us and they are good similarities. Both faiths have a public ministry....yes, yes, just a two year stint for the youngsters, but it's intense, and more than anyone else has. Both have a reputation for honesty. Both keep their ranks clean. Both look after their own, and promptly come to the aid of members in times of disaster. Both recognize the value of organization. Neither has members who insist on exercising their own rights to the exclusion of all else. Both even had a child superstar of the 70's: Donny Osmond for them, Michael Jackson for us (who, alas, strayed). No question about it: there's things about Mormons I like.
But I can't stand this new campaign of theirs. It wore out it's welcome the first time I saw it. Is it just a stupid public relations move from the Mormons, or does it represent what they are? Dunno. But it's so pandering. It is so....oh, please love us.....we're cool, like you! Not the slightest hint of anything spiritual. Instead, absolute emphasis on how Mormons love to have fun, and how they love to do neat things. It's like the Catholics crowing 'we're the place for BINGO! Or “we've chucked those boring masses for guitars!” At least when they embraced those things, they didn't glorify it through PR spots, as though they wished to redefine themselves thereby. I mean, why carry on as if ashamed of what you are? Aren't Mormons supposed to be a faith?
Look, I'm not opposed to fun. Or having interesting work. All of those things the various Mormons do....we have people who do them, too. But I can't imagine a campaign in which we identify ourselves by those activities.
Now, it just so happens that the general managers of two Rochester radio stations are Jehovah's Witnesses. Sometimes you'll hear them on the air. That's cool, isn't it? I know both of these guys They're nice people. But there's no way I can imagine a TV spot featuring them in the control room, laughing and chatting into the mike, flipping this switch or that, grilling some recalcitrant newsmaker....so busy, so active, so alive, with the voiceover: I'm Tom Whitepebble. I'm a radio guy. I'm a husband. I'm a golfer. And.......I'm a Jehovah's Witness!
For crying out loud, you could make one of those dopey ads about ME! Surround me with the developmentally disabled. See me helping them with this or that project. See the happiness I bring them, their excited, smiling faces. And now listen to the promo: I'm Tom Sheepandgoats. I'm a community worker for the disabled. I'm a writer. I'm a father. And.......I'm a Jehovah's Witness!
“I'm not weird at all! I'm cool! I don't eat Bible sandwiches! You could be cool, too, and happy, just like me, if you'd just become a Jehovah's Witness!”
I mean, doesn't it just make you want to puke?
Two years ago the Watchtower ran the life story ("Never Forget the Door to Door Ministry") of a Witness who was raised a Mennonite. I know the fellow. I've been to his home. As a Mennonite, he was chased from Russia to Germany. There he studied with Jehovah's Witnesses, was baptized, and again emigrated to Paraguay. He began preaching in a Mennonite colony in Paraguay, where they promptly spread out warnings about the newly arrived "false prophet." With his growing family, he moved here to upstate New York. The article touches upon various spiritual highlights and experiences of his life.
What it does not mention at all is that this fellow is now a millionaire. I mean, he must be, unless he gave it all away, which is possible....he's a very generous man. He became one of the area's premiere homebuilders. Tracts of homes bearing his company name are found everywhere. But there's absolutely no mention, in the Watchtower, of his material success. Instead, an exclusive focus on the spiritual. Possibly the next guy featured in the magazine didn't have two nickels to rub together. It's a matter of no importance. Each is defined in terms of spiritual things, not material. The day I hear “I'm Bob the Builder. I'm a homebuilder. I'm a traveler. I'm a millionaire. And......I'm a Jehovah's Witness!” I'm outta here.
That the Watchtower does not even mention this fellow's material success makes me very proud indeed to be one of Jehovah's Witnesses. Finally, a group that sees right through the shallowness of goals society teaches us to slobber over. Finally, a group not awed by social prominance, material success, or “coolness.” When our people are cool, it's incidental. It's not something sought after, and....one might as well say it, we have many who are decidedly uncool. Finally, a group who gets the sense of 1 John 2:15-17:
Do not be loving either the world or the things in the world. If anyone loves the world, the love of the Father is not in him; because everything in the world—the desire of the flesh and the desire of the eyes and the showy display of one’s means of life—does not originate with the Father, but originates with the world. Furthermore, the world is passing away and so is its desire, but he that does the will of God remains forever.
Of course, 1 John is from the Bible, and Mormons make little use of the Bible. Other than trying to make a few verses point to an Upcoming Modern Revelation, their own Book of Mormon, I don't think they use it at all. But apparently, if this new media campaign is anything to go by, the Book of Mormon repeals 1 John 2:15-17 in favor of avidly pursuing all goals the world deems valuable, being fully part of the world, if you will. It's just not our way.
Look, we have fun, Jehovah's Witnesses do. And we have interesting work, too, some of us anyway. A handful of us are even cool. But if you're main focus on life is to have fun and career fulfillment, don't come to us. That's not what we're all about. We're Bible people. We live it. We teach it. We don't carry on as if ashamed of it.
Still more here