We Are Giants - Scientology | Clapboard Ad Archive
Scientology set its creative bar high with We Are Giants, a sweeping 2022 Super Bowl campaign that leverages mass broadcast exposure to reframe the organization as a champion of personal agency and transformation. Developed by Scientology Media Productions for the US public service arena, this campaign delivers a single, resonant media asset—a national TV spot during Super Bowl LVI—that deploys striking, metaphor-heavy narration to drive home a core message: every individual harbors untapped power, depicted through the memorable analogy of giants bound by string. Rather than showcasing converts or overtly referencing doctrine, the campaign positions Scientology as a catalyst for self-discovery by inviting viewers to question imposed or self-imposed limits, making no direct pitch beyond an emotionally charged call to rise. This approach, which Clapboard’s 12-format advertising taxonomy identifies as FORMAT#3—Symbolize the Problem, pivots decisively away from explicit problem-solution storytelling and toward an abstract, universally accessible creative device. The spot sidesteps religious iconography in favor of an inclusive tone and anthemic soundtrack, priming it for maximum impact with both the Scientology base and secular seekers primed by the Super Bowl’s diverse, national stage. Digital integration amplifies this effect, linking a free online personality test directly from the spot and sustaining engagement with the campaign’s #WeAreGiants and #YouCanRise hashtags across owned and social platforms, including Facebook, Twitter, and Instagram under @Scientology and @ScientologyTV. The campaign distributes its call to action via distinct URLs, while also driving home an emotional connection with a downloadable song, creating multiple touchpoints designed to transform inspirational energy into measurable, personalized interaction. With over 15 million views and nearly 700 comments, the campaign achieves deep digital resonance without reliance on celebrity, spectacle, or product demonstration, instead letting its evocative metaphor serve as both provocation and promise. This strategy differentiates Scientology’s positioning in a religious market typically dominated by faith traditions focused on institutional authority, specific community outcomes, or doctrinal strengths—it aims to claim territory in the contemporary self-improvement and empowerment conversation, bypassing traditional boundaries in favor of direct digital engagement. Clapboard rates this 71/100. For an industry increasingly defined by the fusion of emotional storytelling, symbolic craft, and interactivity, We Are Giants signals a growing imperative for religious and purpose-led brands to redraw the map of engagement from cultural periphery to digitally fueled, mainstream aspiration.
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