The Church of England is ready to make an historic commitment to
advertising by taking its message on to TV for the first time.
The attempt to extend its influence beyond the pulpit and into thousands
of homes begins with a commercial which will run in the Central TV
region over the Easter period.
Dr George Carey, the Archbishop of Canterbury, and other senior
churchmen, are aware of the local initiative, which may be extended
across the country if it proves successful.
The mould-breaking move, a joint initiative by the neighbouring dioceses
of Birmingham and Lichfield, is being co-ordinated by Christians in
Media, a group of London agency personnel who have donated their own
time to the project.
The finishing touches are now being put to the commercial, which aims to
draw on one of the most holy periods of the year to focus people’s
thoughts on the Christian message.
The film comprises a series of vignettes showing ordinary people going
about their daily lives - driving, waiting for a bus or visiting a
A voiceover says: ’These people are doing something that’s never been
seen in a TV commercial before.’ It later becomes apparent that all the
people, none of whom are actors, are silently praying. The voiceover
ends by saying: ’If you would like to find out more about Christianity,
why not try a church this Easter.’
Nick Drummond, one of the creatives responsible for the commercial,
said: ’It’s not a hard sell, but very stylish and gentle and is directed
towards people who perhaps have never thought about going to church
The car maker, BMW, provided one of its latest models for use in the
film, while Adidas and the designer retailer, Paul Smith, offered
products free of charge.