Just Pray advert, is it in the real world?

The purpose of advertising is to gain attention and to put over a message that people will remember. Remember that.

I think the JustPray.uk ad is cheesy and really quite odd in the way it’s presented but I do get the message that prayer is relevant in our everyday lives.

justpray

I have been though some deeply terrible situations where I have been incredibly supported through prayer. Friends have prayed, I have prayed and the connection between people and God has been profoundly evident. For those who have not experienced prayer I can quite understand how strange it must seem. But I would say that for me prayer is not a ceremonial uttering of words during a church service but a dialogue or connection with God that is always open. The presence of God and our conversation with him is something which is there in every situation – we carry the presence of God into all situations no matter how small. For me the realisation that we can have a dialogue with God at all times was a turning point for me. I don’t get down on my knees or go into a linguistic spasm, I just talk. It works.

The Just Pray advert was supposedly intended to be shown in cinemas but the rejection of the advert can only have been a good thing. The emotional engagement with the film has been intensified and the attention it has gained has been significant. I used to produce promotional films when Mary Whitehouse was alive and kicking. A complaint from Mary Whitehouse was always considered a blessing because of the added publicity it would generate.

But all that promotional stuff is grubby isn’t it? It is possible that those responsible knew it would not meet the straight forward cinema policy and that rejection could be an advantage. The word “ban” being a stretch.

The reaction against the ad seems to suggest that people think it is imposing some false view of the world or that religion, to use that unimaginative term, is being “rammed down our throats”. Let me just say that the manipulative way commercial advertising plugs into our deepest needs and values is quite shocking. Our lives and values are being heavily manipulated by commercial advertising agencies. Let’s not be too harsh on a campaign which in my experience is plugged into the real world.

 

 

Published by Mark

Mark Waddington is a former BBC broadcaster and producer. He now works for the Diocese of Leeds as Urban Mission Officer. If you would like to get in touch email mark.waddington@leeds.anglican.org

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