Yahoo: In new TV ads, Mormons pitch message to Middle America

The Mormon church recently launched a new ad campaign in nine U.S. cities that show regular people talking about their lives and hobbies before announcing near the end of the spots that they are Mormons.

The ads are part of a new campaign that encourages Mormons to make profiles and share stories about their faith at Minneapolis' WCCO-TV reports that the ads are airing in Baton Rouge, La.; Colorado Springs, Colo.; Jacksonville, Fla.; Pittsburgh; Rochester, N.Y.; Oklahoma City; St. Louis; Tucson, Ariz.; and Minneapolis.

According to Joel Campbell, a Mormon journalism professor at Brigham Young University who is researching the ad campaign, the Utah-based Church of Jesus Christ of Latter-day Saints had a TV ad campaign three years ago that tried to explain Mormon beliefs. Research showed that the ads were too "sophisticated" and viewers weren't getting the message.

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