Only recently did UCC learn of networks ultimate refusal of church ads
Chase says that media buyers heard the networks’ reservations earlier this year, but when the church had no difficulty placing the ads on the networks’ stations, it appeared that the rejections were not solid. Chase says the local affiliates’ non-objection, coupled with the lack of controversy generated in the test markets, led media buyers to assure church leaders that they would have little problem getting network approval in time for the Dec. 1 national release.
Larry Hollon, who leads the national advertising effort for The United Methodist Church, said yesterday (Dec. 1), the networks’ rejection of the UCC’s ad was baseless, even “chilling.”
“The reasons given by the networks for rejecting this message should bring a chill to everyone who supports freedom of religious expression because they are saying that a fundamental tenet of Christian belief is politically unacceptable for the public dialogue,” Hollon told his denomination’s newspaper, the United Methodist Reporter. “The belief that God loves every person without condition is so basic to Christian teaching that if a denomination cannot make this assertion what can it say? Such decisions shut out the Christian community from the national conversation.”
“How ironic that a gentle message of inclusion is considered unacceptable while ads for beer are accepted and programs in which people eat insects and worms are considered entertaining,” Hollon said. “In a divided and fearful world this message is not only needed. It could lead to healing.”
The disputed ad, part of the denomination’s new, broad identity campaign set to begin airing nationwide on Dec. 1, states that — like Jesus — the United Church of Christ seeks to welcome all people, regardless of ability, age, race, economic circumstance or sexual orientation.
“Because this commercial touches on the exclusion of gay couples and other minority groups by other individuals and organizations,” reads an explanation from CBS, “and the fact the Executive Branch has recently proposed a Constitutional Amendment to define marriage as a union between a man and a woman, this spot is unacceptable for broadcast on the [CBS and UPN] networks.”
NBC stated simply the ad is “too controversial.”
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