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(Cleveland, Ohio) The United Church of Christ has unveiled a new television commercial aimed at showing the denomination is inclusive but already the major TV networks have refused to run the ads.
Called "Ejector Seat," the ad employ humor to underscore one of the campaign's central themes, "God doesn't reject people. Neither do we."
The 30-second commercial begins with a shot of an African-American mother trying to calm a crying baby. Sitting in a church pew, the mother fidgets anxiously, as she endures disapproving looks from fellow worshippers. Eventually, someone in the wings pushes an "ejector" button to rid the church of her - and her noisy baby. Into the air they go flying.
In similar fashion, a gay couple, an Arab-American, a person using a walker, among others, get "ejected." Finally, when a homeless person wanders in and takes a seat, nervous parishioners - expecting she'll get the boot for sure - scoot away from her.
The commercial ends with a mood shift, where shots of diverse, friendly people set the stage for the announcer's invitation: "The United Church of Christ - no matter who you are, or where you are on life's journey, you're welcome here."
CBS, NBC, ABC, Fox and WB have rejected the commercial, claiming it's an advocacy ad and too controversial.
A number of cable networks have, however, accepted the ad. The ad will begin airing nationally on April 3, in advance of Easter. UCC is spending $1.5 million on the commercial and hopes to raise another $800,000 to keep the ad on the air through Mother's Day.
It is the second time the major networks have refused to air a UCC gay-friendly ad.
In 2004, the church produced a 30-second commercial featuring two muscle-bound "bouncers" standing guard outside a picturesque church and selecting which persons are permitted to attend Sunday services. Written text interrupts the scene, announcing, "Jesus didn't turn people away. Neither do we."
The commercial went on to win a prestigious national advertising award.
In unveiling the "Ejector Seat," ad Monday the Rev. John H. Thomas, UCC general minister and president, said that if the "Bouncer ad" reminded us that God doesn't need gatekeepers, then "ejector seat" reminds us that grace may come in the guise of the stranger, even someone who makes us uncomfortable.
"'Ejector seat' continues to challenge the church - all churches - to a more extravagant welcome," Thomas said. "While celebrating the way the UCC has reached wide in that welcome, it also reminds us that many in our communities continue to feel left out and left alone."
©365Gay.com 2006
See the "Ejector Seat" commercial here.
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