I've been watching more and more of these little mini-doc videos. I really like them.
When you think about it, this is 180 degrees different than what the prior campaigns have been about.
The old campaigns were about promoting traditional family values, and how Mormons aspired to these values. The message is "we are wholesome, we are good people, when you think about us, you should think about a mainstream American family with a Mom, Dad, and children. We are not weirdos."
This ad campaign is much, much different. It is saying "Mormons come from all walks of life, we are unique, we are interesting, and you don't have to fit some kind of constraint or stereotype to join us."
For example, they have featured a fashion designer, divorced, single dad. Imagine the old campaign doing that.
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