The organization paid close to $8 million to air the spot during the big game, which is the largest one-day televised event in terms of ad spending.
The ad features attractive young actors as well as images of libraries, caverns, scriptures, outer space, and a mysterious-looking fortuneteller stroking a crystal ball, among other cryptic scenery that runs over soft, hypnotic music.
‘Not cute questions, big questions, one’s that matter,’ the unseen narrator says. ‘To the rebels, the artists, the free thinkers and the innovators who care less about labels and more about truth.’
The ad is similar to Apple's classic 'Think Different' commercial from 1997, media observers noted, using the same basic format, a deep-voiced male narrator, and slow, inspirational music...
...The reaction on Twitter and other social media sites was one of mockery, with several jabs from people in the video game industry.
'If your church has an ad during the Super Bowl it's stops becoming a religion and starts becoming a punch line' Kevin Dent, chief operating officer of the mobile video game network P4RC wrote on Twitter after the spot ran.
'Hey America, if The Church of Scientology has enough cash to advertise during the Super Bowl, maybe it shouldn't be tax exempt,' IGN.com editor Scott Lowe wrote on the site.
The general consensus on social media was one of confusion, amusement, and wry entertainment. One Twitter user, @JoshCharles, wrote: ‘good game but so-so commercial (sic)… like the bud light stevie wonder and cars. Com wolf one. But scientology? What?’
But everyday viewers weren’t the only ones poking fun at the spot. Bill Maher wrote: ‘I saw an ad for Scientology, I joined, and then Destiny’s Child reunited! That s*** works – thanks, Tom Cruise!’
Doree Shafrir, the executive editor of Buzzfeed, tweeted: ‘Love how everyone in LA thinks the Scientology ad was local. Nope, THEY’RE COMING FOR ALL OF US.’
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