But I do know a compelling marketing campaign when I see one.
A series of “I’m a Mormon” TV and radio spots are running rampant in St. Louis, and they are striving to convince the non-LDS masses that Mormons aren’t as freaky as we might believe.
Not surprisingly, these vignettes make no mention of such contentious “Mormon issues” as polygamy, special underwear, baptizing the dead, or Joseph Smith and his golden plates.
What they do present are attractive, articulate, successful men and women talking about their lives and interests. Joy is a world-champion longboarder. Jeff is a sculptor and motorcyclist. Cassandra is a painter.
So why are our LDS friends investing in this high-end, pricey media campaign? Some have surmised that these spots (which are running in nine mid-sized “swing-state” cities) were created to help normalize the Mormon faith in advance of Mitt Romney’s run for the White House in 2012.
Spokesmen from the Mormon organization have vehemently denied this accusation, but I’ll admit it’s a compelling one.
We’ll have to see if the campaign spreads to other cities and builds momentum alongside a certain former governor from Massachusetts.
The man behind the curtain?
Even a counter-campaign is spawned!