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The long-awaited Scientology ad for Super Bowl LVIII appeared before a worldwide audience of billions. The church has made a name for itself with its life-affirming yearly messages of hope, potential and freedom.<\/p>\n
Last year\u2019s commercial asserted\u2014through images of a dead forest coming alive, a city rising from ruins, and colors leaping up from a debris-strewn sidewalk\u2014all at a single human touch\u2014that \u201cnothing is more powerful than you.\u201d The year before that, the message that \u201cDeep down you know\u201d was that you\u2019re more than you think you are\u2014in truth, a giant who can rise at any moment\u2014played against a montage of scenes of athletes, artists and working people turning defeat into victory and failure to success. The year before that, during the Covid crisis, the commercial urged the viewer to look past the shadows and shutdowns and focus instead on passion and purpose. Exhilarating images of personal achievement crescendoed to the keystone message that \u201cNothing is stronger than the human spirit.\u201d<\/p>\n
This year, the ad was more personal. It opens with a man facing the camera, looking curiously at something we can\u2019t see. As light snow sprinkles on and about him, we get the idea that he is outside of someplace looking in.<\/p>\n
The scene broadens, and we see him looking through the glass entrance of a Church of Scientology. The voiceover says, \u201cEvery day, millions of people ask, \u2018What is Scientology?\u2019\u201d<\/p>\n
The voice continues, \u201cHere\u2019s an idea: What if you just take a look?\u201d as we follow another man walking into what we now see is a Scientology church.<\/p>\n
\u201cWhat if you just see for yourself who we are, what we believe, and what we stand for?\u201d Playing under the voice, we see a person talking to a church staff member and another opening a book. As the commercial continues, we see images\u2014each of them a split-second, but long enough to make an impression. A sign\u2014\u201cSee a thought.\u201d The needle on an E-Meter (Scientology\u2019s pastoral counseling device) dial moving. A woman opening a book to a chapter headed \u201cPersonal Integrity.\u201d Scientology volunteers in bright yellow windbreakers helping a person out of danger\u2019s way. A board dividing the word \u201cScientology\u201d into its Latin and Greek derivatives\u2014Scio and Logos while beside it, a wall proclaims, \u201cLife is subdivided into eight dynamics.\u201d<\/p>\n
The viewer doesn\u2019t get more than an appetite-whetting taste of these slices of Scientology before the voice continues, \u201cOur doors are open to all people of all faiths in every corner of the world,\u201d over cuts of a diverse mosaic of people pouring in through the door\u2014some wearing the recognizable garb of their religion\u2014and then moving to a quick montage of Scientology churches and facilities throughout the world.<\/p>\n
We then see the man we saw at the beginning, the snow lightly falling. He appears to have decided to check it out as the voice continues, \u201cSo what is Scientology? Maybe it\u2019s time to look\u201d\u2014as we see other curious, considering faces\u2014\u201cAnd decide for yourself.\u201d As the music and the images fade out, the screen shows a single word\u2014\u201cCurious?\u201d\u2014and then the church\u2019s website, scientology.org<\/a>.<\/p>\n This latest ad from the Church of Scientology addresses the viewer specifically and directly. Yes, it says\u2014there is<\/em>\u00a0curiosity there, so why not just look for yourself? As the song playing in the background asserts, \u201cJust look inside. You will know it when you see with your own eyes.\u201d<\/p>\n Over the years of Super Bowl ads hawking everything from DoorDash to Doritos, from Popeyes to Pringles\u2014Scientology consistently presents uplifting messages that have set it apart.\u00a0 And now, this year, we are told, \u201cHey, the door is open. Take a look.\u201d Doubtless, many will.<\/p>\n<\/div>\n