wfn.org | UCC releases pre-Christmas TV ad

[powellb@ucc.org]

United Church of Christ
Barb Powell, press contact
216-736-2175
<powellb@ucc.org>
On the web: <http://www.ucc.org>

For immediate release
Dec. 17, 2004

Determined to reach a wider audience, United Church of Christ releases new
pre-Christmas commercial on television networks

Second ?less controversial? ad will appear on NBC and CBS, among others

CLEVELAND -- Insisting that its message of ?extravagant welcome? must be
seen and heard on the broadcast networks, the United Church of Christ today
(Dec. 16) released a new 30-second television advertisement and has
purchased a ?significant ad buy? on broadcast and cable networks, including
CBS and NBC, for the week before Christmas.

?From the beginning, we have been insistent that reaching a network
audience is a matter of inclusion and justice,? said the Rev. Robert Chase,
director of the UCC?s communication ministry. ?Not everyone can afford or
has access to cable television. Although it is significantly more expensive
for the UCC to buy time on the major networks, we want to make sure that
our message of invitation is heard by all.?

The denomination?s first 30-second spot ? which depicted some people being
turned away by ?bouncers? outside an unnamed, symbolic church ? was
accepted by Fox and numerous cable networks, but rejected by CBS and NBC
for being ?too controversial.? CBS went a step further, saying that the
ad?s inclusion of a gay couple amounted to ?issue-advocacy? in light of the
Bush Administration?s support of a proposed constitutional ban on same-sex
marriage. ABC has a policy against accepting any religious advertising.

Chase said the UCC remains steadfast that the networks erred in refusing
the church?s first ad, and said the church will proceed with an FCC
challenge against two CBS and NBC network owned-and-operated stations in
Miami based on the networks? refusal.

?We will continue to fight for our distinctive religious voice to be
heard.? Chase says. ?But, at the same time, we want to make sure that our
campaign ? which has always been more than any single ad ? reaches the
broadest possible audience. This is what we intend to do with this new,
significant ad buy.?

The UCC?s second spot ? which, like the ?bouncer? ad, was produced last
January ? begins with a little girl reciting the traditional children?s
poem, ?Here?s the church, here?s the steeple. Open the door and see all the
people.? The scene then segues through various shots of diverse people ?
including an apparent lesbian couple, persons of color, a differently-abled
person and someone with a Spanish accent ? who echo the refrain, ?All the
people!? An announcer then says, ?God accepts all the people. So do we ?
the United Church of Christ. No matter who you are or where you are on
life?s journey, you?re welcome here.?

 From Dec. 22 to 25, the UCC?s second spot will appear during some of NBC?s
such holiday classics as ?A Christmas Carol? and ?It?s a Wonderful Life.?
most highly-touted series ? such as ?ER? and ?Law & Order? ? and during

The spot also will run during Fox primetime, including the ?Rocky and
Bullwinkle? special.

In addition, the ?steeple? ad will appear during NBC and CBS daytime
programming, as well as on numerous cable networks, including ABC Family,
AMC, BET, CNN, Comedy Central, Discovery, Hallmark, History, Nick@Nite,
TBS, TNT, Travel and TV Land.

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