(OPINION) Charisma – The Super Bowl commercials remain some of the most highly anticipated (and expensive) promotional spots of the year. And as the Tampa Bay Buccaneers and Kansas City Chiefs battled it out on the field, the Church of Scientology, widely regarded as a cult, served up another offering of New Age mystery in a spot that sparked controversy among viewers.
This year’s ad, titled “Be More,” at first seems innocent enough. Images of scenes from the pandemic and the stock market crash merge to those of individuals pursuing what the narration describes as “your purpose,” “your passion,” “your potential.”
The text calls viewers to “Be more. Be more!” until it concludes “Because no matter what we may face, nothing is stronger than the human spirit.” After that, the question “Curious?” appears on the screen, followed by “scientology.tv.”
As has been true in previous years—according to The New York Times—Scientology aired its first Super Bowl commercial in local markets in 2013—social media lit up with comments about the commercial. READ MORE
