Director, Department of Communications
If you were watching the evening news or the NFL playoffs recently and a saw a dramatic commercial espousing the historic importance of the Catholic Church to western civilization, you might have done a double-take. This is not the usual silly beer commercial or glib car ad you expect in prime advertising slots.
The commercial was produced by Catholics Come Home, an organization that reaches out to the millions who were raised in the faith but no longer practice it. In fact, about 1 in 10 Americans fits into that category. At its conclusion the commercial beckons, “if you’ve been away from the Catholic Church we invite you to take another look.”
I hope the TV spot does, indeed, attract those who have been away from active participation in our faith. It is very well done and that kind of air time doesn’t come cheap, so a significant investment has been made in this campaign.
Beyond the target audience this commercial has a value for many who do practice our faith. It makes us feel good about being Catholic. In describing the Church, the commercial rolls out a list of credentials that is undeniably spectacular. It reminds us that the Church compiled the bible, started hospitals and orphanages, founded the college system, developed the scientific method and is the world’s largest charitable organization, among others. Our values – family, diversity, and the sacredness of all human life – are powerfully depicted.