Idea Behind New Mormon Ads

MINNEAPOLIS - A lot of people are talking about the commercials about Mormons and asking the same question: what is it all about?

They talk about their jobs, their families and different passions, like surfing, skateboarding or motorcycles. But each ad ends the same way, with each person declaring their faith.

The ad campaign features young, active and diverse Americans. It was recently launched by the Church of Jesus Christ of Latter Day Saints.

They're running on the internet and on T.V. in nine big or mid-size markets across America, including the Twin Cities and they hit the airwaves as many people remain either unfamiliar or untrusting of the Mormon religion.

The church believes there is a disconnect between perception and reality, and hopes these ads, featuring these everyday people, will help bridge the gap.

Political advertising specialist Bill Hilsman is the man behind the air campaigns for Paul Wellstone and Jesse Ventura. He says the church's ads in the 80's and 90's were also effective. He thinks the strength with the new ones is subtlety.