“Really uplifting message, which is so much needed in times like these.”
“Oh my god, I got chills watching this!”
What are these people tweeting about?
Hint: They’re Super Bowl ads.
Next hint: They’re not selling potato chips, sneakers or mayonnaise. In fact, they’re not selling anything.
“Perfect point, perfect production and classy in a world that isn’t.”
“Absolutely brilliant! Inspiring and uplifting!!!”
“This is so beautiful! Tears of joy.”
That’s right. Nothing physical or edible being marketed here. Instead, we’re talking the promotion of things we already have within us, but need more of: hope, potential and freedom.
People hunger for hope more than they do for snack food or beer or Jake from State Farm.
“Really inspiring... I think we’ve all had that feeling that there was something more...”
“Amazing! Nice to see something positive with a desire to help in this world!”
“Scientology commercial made my night.”
For more than a decade, the Church of Scientology has premiered a new ad for the Super Bowl telecast. Over the course of that period, the Church’s spots—offering the message of all religions since the beginning of time that, yes, there is more to life and, yes, there’s more to you—a following has grown exponentially:
“Can’t wait for the #Scientology ad!!!”
“My favorite part about Super Bowl is the Scientology commercial.”
“It isn’t a Super Bowl without the Scientology ad.”
Last year’s Super Bowl was the most-watched television event in US history, and the Scientology ad—Curious? Decide for Yourself—was ranked one of YouTube’s Top 10 most-watched Super Bowl spots.
It was far from an outlier. A cursory glance at the religion’s ads from the last five years—including 2020: Rediscover the Human Soul, 2021: Be More, 2022: We Are Giants, 2023: Live Again—shows they garnered a viewership of nearly 80 million—on YouTube alone.
The takeaway? People hunger for hope more than they do for snack food or beer or Jake from State Farm.
So what’ll this year’s ad be? All we know is it’s entitled “The Question,” that it was produced entirely in-house at Scientology Media Productions, that it’s a thought-provoking invitation to explore humanity’s eternal and indomitable quest for truth, and that it’s under wraps until Super Sunday. Meanwhile, the palpable suspense and anticipation, as the clock winds down to the ad’s kickoff, will no doubt be exceeded only by the surprise and delight once it’s unveiled.
“Is it wrong that I’m watching the #SuperBowl but only care if I see the Scientology commercial?”
Not at all. After all, the Super Bowl is an annual sporting event with a winner and a loser. By contrast, this year’s Scientology ad—like all previous ones—is a spiritual event celebrating something eternal—you—and there are only winners: you, me… and everyone else.
How do we know? Well, if you’re curious…
