Church of Scientology pays $8 million to run 60-second commercial during Super Bowl drawing mockery from viewers
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‘To the curious, the inquisitive, the seekers of knowledge,’ an unseen narrator says. ‘To the ones who just want to know about life, about the universe, about yourself.’
The Church of Scientology ran a 60-second commercial in several major metropolitan markets including New York and Los Angeles during Super Bowl XLVII on Sunday causing a stir among viewers.
The controversial religious institution, which some have compared to a cult, aired a shorter 30-second version of its ‘Knowledge’ spot in select cities during the AFC Championship two weeks ago. The video reportedly ran on television for the first time more than a month ago.
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Odd appearance: The Church of Scientology ran a 60-second commercial in several major metropolitan markets including New York and Los Angeles during Super Bowl XLVII on Sunday
On-air proselytizing: 'To the curious, the inquisitive, the seekers of knowledge,' the commercial's an unseen narrator says. 'To the ones who just want to know about life, about the universe, about yourself'
The Scientology organization paid close to $8 million to air the spot during the big game, which is the largest one-day televised event in terms of ad spending.
The ad features attractive young actors as well as images of caverns, scriptures, outer space and a mysterious looking fortuneteller stroking a crystal ball, among other cryptic scenery that runs over soft, hypnotic music.
‘Not cute questions, big questions, one’s that matter,’ the unseen narrator says. ‘To the rebels, the artists, the free thinkers and the innovators who care less about labels and more about truth.’
The ad is similar to Apple's classic 'Think Big' commercial from 1997, Buzzfeed and other media observers noted.
The reaction on Twitter and other social media sites was one of mockery, with several jabs from people in the video game industry.
'If your church has an ad during the Super Bowl it's stops becoming a religion and starts becoming a punch line' Kevin Dent, chief operating officer of the mobile video game network P4RC wrote on Twitter after the spot ran.
'Hey America, if The Church of Scientology has enough cash to advertise during the Super Bowl, maybe it shouldn't be tax exempt,' IGN.com editor Scott Lowe wrote on the site.
Big business: The Church of Scientology and its network of corporations, non-profits and other legal entities reportedly bring in more than $500 million a year from the organization's paying members and other revenue sources
The Church of Scientology and its network of corporations, non-profits and other legal entities bring in more than $500 million a year from the organization's paying members and other revenue sources according to a 2008 report in Upstart Business Journal.
The church is run like a franchise as each of its locations is separately incorporated and has its own local board of directors and executives responsible for that church's activities and financial operations.
The first Scientology church was incorporated in December 1953 in Camden, New Jersey, by the religion's founder L. Ron Hubbard, his wife Mary Sue Hubbard, and their colleague John Galusha.
Hubbard, a science fiction writer, said at that time, 'A civilization without insanity, without criminals and without war, where the able can prosper and honest beings can have rights, and where man is free to rise to greater heights, are the aims of Scientology.'
The organization has come under fire in recent years for alleged accounts of bigotry, deceptive means of recruitment and smear campaigns against its opponents, among other reported violations of standard religious practices.
The Scientology commercial's YouTube page, which went live on December 18, had only 60,000 views as of Sunday night, compared with more than 7 million views for Volkswagon's much talked about 'Get Happy' Super Bowl commercial, which was posted on YouTube last week.
Original run: The controversial religious institution, which some have compared to a cult, aired its 'Knowledge' spot in select cities during the AFC Championship two weeks ago
Closing words: In the eternal debate for answers, the one thing that¿s true is what¿s true for you' the commercial's narrator says
Watch video here:
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'If your church has an ad during the Super Bowl it's stops becoming a religion and starts becoming a punch line' Kevin Dent, chief operating officer of the mobile video game network P4RC wrote on Twitter after the spot ran.
'Hey America, if The Church of Scientology has enough cash to advertise during the Super Bowl, maybe it shouldn't be tax exempt,' IGN.com editor Scott Lowe wrote on the site.
I'm on my best behaviour! Suri Cruise has a wide smile as Katie Holmes treats her to her favourite cupcakes
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Standing up straight and with a wide smile on her face, it's clear Suri Cruise is trying to be on her best behaviour.
And her mother Katie Holmes obviously noticed, treating the pink-loving six-year-old to her favourite outing on Saturday.
The pair visited their local cupcake store for a sweet treat in New York.
I'm on my best behaviour! Suri smiles sweetly as her mother Katie Hiolmes and grandparents take her to Georgetown Cupcakes in New York on Saturday
This way! New Yorker Suri shows her friend the sights
Katie's parents were in town to join the outing with their granddaughter. Joining them on the trip was another young girl, perhaps one of Suri's cousins.
Katie, 34, has joined her parents for their stay at the Greenwich hotel in the Tribeca neighbourhood.
The family, including Katie's four siblings, are known to be very close and frequently visit one another.
Thanks mom! Suri and her favourite stuffed toy rush home after the outing
Katie's father Martin is a divorce lawyer and helped her through her split from Tom Cruise last year, while her mother Kathleen is a homemaker.
While Katie's homelife appears happy, she is currently looking for work following the abrupt end of her Broadway show Dead Accounts.
Despite her dedication to the show it suffered from poor ticket sales which led to the run being shortened.
Her fashion range is also doing badly, and it was just announced that Katie will not be showing at New York Fashion Week this year.
Indulgent mother: Katie is obviously enjoying spending time with her family
Family time: Katie is very close to her parents and four siblings
Read more: http://www.dailymail.co.uk/tvshowbiz/article-2272699/Suri-Cruise-big-smile-Katie-Holmes-treats-favourite-treat.html#ixzz2Jr3kufw6
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Super Bowl 2013: Church of Scientology Airs Ad During Halftime (Video)
"Dare to think for yourself, look for yourself to make up your own mind because the one that's true is what's truly for you," the spot's narrator says.
The Church of Scientology followed through on its promise to air an ad during Sunday's Super Bowl game.
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The spot, which is part of the organization's "knowledge" campaign, aired not long after the game went into halftime.
The ad featured several shots of books and close-ups of various people. It also featured other people perusing library shelves and books and sitting in a classroom, among other images.
As the images were shown, a narrates says in voice-over:
"To the curious, the inquisitive, the seekers of knowlege, the ones who just want to know about life, about the universe, about yourself, to the rebels, the artists, the free thinkers and the innovators, dare to think for yourself, look for yourself to make up your own mind because the one that's true is what's truly for you."
The ad sparked a slew of comments on Twitter from those in Hollywood.
"Ahahaha! That Scientology commercial was hysterical!" singer Natalie Maines tweeted.
Added Colin Quinn: "That scientology commercial actually looked pretty interesting. Might be worth checking into at some point. (promoted)."
According to Business Insider, the spot aired in several major markets, including Los Angeles and New York. Ads for this year's Super Bowl reportedly cost about $3.8 million.
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