Jokes about sacred underpants have reached epidemic proportions, thanks to Mitt Romney’s presidential bid and the musical masterpiece by Matt Stone and Trey Parker, “The Book of Mormon”. But the Church of Jesus Christ of Latter-Day Saints, to give it its full name, is fighting back. A huge advertising campaign features ordinary people doing ordinary things—a white man sporting a beard, a black man sporting a moustache and a young skateboarder flying through the air—with the tag line: “I’m a Mormon.” The snag is, not everyone will buy the idea that Mormons are just like the rest of us. They don’t get drunk. They have large families, stable marriages and a three-month supply of food in the larder in case of Armageddon. They are usually clean-cut and neatly dressed (the facial hair in the “I’m a Mormon” ads is thankfully atypical). And they have a passion for business.
