Curious – Scientology 2018 | Clapboard Ad Archive

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Curious - Scientology | Clapboard Ad Archive

Launched during the cultural high-water mark of the Super Bowl in Year: 2018, the Curious campaign for Scientology represents one of the most visible and strategically orchestrated entries from the religion sector on a national stage, positioning the brand with an unabashed invitation for open inquiry that decisively departs from the defensive or insular narratives typical of the category. Without relying on conversions, testimonies, or narrative demonstration, this campaign opts for what Clapboard’s taxonomy defines as FORMAT#10—Associated User Imagery—building its entire creative on the persona of the inquisitive seeker and reflecting the audience's own mindset as the starting point for engagement. By placing curiosity at the core, the film asset tactically avoids explicit doctrine, instead asking viewers to reconsider their assumptions and prompting the direct challenge: isn’t it time to discover for yourself rather than accept hearsay? The approach cleverly aligns with the shifting behaviours of a digitally empowered American audience, leveraging the Super Bowl’s reach then extending seamlessly across DIRECTV, AppleTV, Roku, fireTV, Chromecast, and full-featured mobile apps for iOS and Android to meet viewers on their terms, wherever and whenever they consume content. Integration with @ScientologyTV social platforms—Twitter, Facebook, Instagram—ensures the campaign is not a broadcast monologue but the kernel for two-way engagement, directly addressing the conversational, always-on fabric of contemporary media consumption. Backed by over 4.2 million views and hundreds of comments, the campaign succeeds in sparking discourse and repositions Scientology as a brand confident enough to invite scrutiny, rather than retreating from it. The single carefully crafted asset executes a calculated blend of intrigue and accessibility, giving rise to personal exploration and self-guided discovery—hallmarks of Religions seeking growth in an era of skepticism and on-demand participation. In addition to achieving demonstrable reach, the campaign’s spatial and creative qualities reinforce its standing as a public service effort, marking it as both a communications and reputational play for Scientology and its agency. Clapboard rates this 68/100. For a category often cloaked in opacity and controversy, Curious signals the shifting role of religious advertising toward personalized media strategies and direct, curiosity-driven propositions.

Credits

Client

Scientology

Category Mind Map

48%

The “Curious” campaign by Scientology, launched in the United States during the 2018 Super Bowl, serves as an invitation to reassess common perceptions about the Church of Scientology. Positioned within the public service category, this film-based documentary/social experiment leverages curiosity as its core brand proposition, implying that firsthand exploration rather than hearsay is essential to understanding the organization. By encouraging viewers to engage directly with Scientology’s media platforms, the campaign promises transparency and a chance for individuals to independently evaluate what the church is truly about, challenging preconceived notions driven by external buzz and controversy. Strategically, the campaign targets a broad, curious audience exposed to widespread but often polarized views on Scientology, particularly capitalizing on the high visibility and diverse reach of the Super Bowl event. The creative angle departs from defensive or promotional messaging and instead adopts an inquisitive tone, positioning the brand as open and accessible. It provides multiple digital touchpoints—streaming channels and social media accounts—for potential seekers to explore content at their own pace, thereby reducing barriers to engagement. This approach reflects an understanding that skepticism or fascination with Scientology often exists but may be hindered by a lack of direct and credible information. By inviting viewers to "find out for yourself," the campaign reframes the dialogue from controversy to curiosity, aiming to transform public perception through self-directed discovery rather than persuasion.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. The campaign centers around the theme of “curiosity,” inviting viewers to explore Scientology for themselves rather than presenting direct solutions, testimonials, or explicit storytelling. The framing relies on engaging the viewer’s own inquisitiveness (“don’t you think it’s time you found out for yourself...?”), positioning them as the archetype of the curious, open-minded seeker. No narrative arc, comparison, or demonstration is evident in the metadata; instead, the campaign likely uses imagery and messaging that reflects or appeals to the kind of audience who questions, explores, and seeks personal answers—a classic case of associated user imagery. The content is crafted to make viewers see themselves as the target persona, motivating them to identify with the campaign’s call to action. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. The Church of Jesus Christ of Latter-day Saints (LDS Church) – Positions itself as a family-oriented, community-focused religious organization emphasizing strong moral values, humanitarian efforts, and missionary work worldwide. It distinguishes itself through extensive global outreach and a focus on restoring original Christianity through modern revelation. 2. Jehovah’s Witnesses – Known for their door-to-door evangelism and strict adherence to biblical literalism, they emphasize the imminent Kingdom of God and promote a distinct separation from secular society, focusing on personal Bible study and active preaching. 3. Unitarian Universalist Association – Differentiates by embracing a liberal, inclusive approach to spirituality and religion, welcoming diverse beliefs and encouraging social justice activism, reason, and personal spiritual exploration rather than dogma. 4. The Roman Catholic Church – As the largest Christian denomination, it leverages historical tradition, global influence, and a structured hierarchy, emphasizing sacraments, community, and a universal doctrine uniting believers worldwide across cultures. 5. Buddhist Churches of America – Positions as a bridge between traditional Buddhist teachings and Western culture, promoting mindfulness, meditation, and compassion, focusing on inner peace and practical wisdom rather than evangelism or proselytizing.

Q: What is Curious about? A: Curious is a professional campaign launched in the United States in 2018 for the brand Scientology. Created for the Church of Scientology, this film-based campaign was strategically released during the Super Bowl to reach a broad American audience at one of television’s highest-viewed moments. The central creative idea revolves around inviting viewers to question prevailing narratives and explore Scientology for themselves. By leveraging a single, compelling media asset and directing audiences to the Scientology Network across multiple digital and streaming platforms, the campaign positions itself as an open invitation to discover the religion beyond hearsay and public buzz. Q: What creative device does Curious use? A: Curious employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative technique centers the campaign around a user profile that the target audience can relate to or aspire to, effectively positioning viewers as curious seekers. Rather than relying on direct testimonials, narrative arcs, or explicit demonstrations, the campaign’s messaging and imagery are crafted to prompt self-identification with the archetype of the inquisitive, open-minded individual. This approach leverages the viewer’s own curiosity as the primary driver for engagement, motivating personal exploration of the brand. Q: What is the campaign proposition for Curious? A: The campaign proposition for Curious is to reposition Scientology by encouraging viewers to reassess common perceptions and engage in firsthand exploration. Targeting a broad, curious audience exposed to polarized views on Scientology, the campaign leverages the Super Bowl’s reach to invite individuals to discover the organization through its own media platforms. The strategic message is that understanding Scientology requires direct engagement rather than reliance on external narratives. By promising transparency and accessibility, the campaign reframes the dialogue from controversy to curiosity, aiming to transform public perception through self-directed discovery in the context of the Religion industry. Q: How does Curious rank in Clapboard's archive? A: Curious holds a Clapboard Campaign Score of 68/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards. Q: Who are the competitors in Scientology's category? A: In the Religion industry, Scientology competes with organizations such as the Church of Jesus Christ of Latter-day Saints, which emphasizes family values and global outreach; Jehovah’s Witnesses, known for their door-to-door evangelism and focus on biblical literalism; the Unitarian Universalist Association, which stands out for its liberal, inclusive approach to spirituality and social justice; the Roman Catholic Church, distinguished by its historical tradition and global influence; and the Buddhist Churches of America, which bridge traditional Buddhist teachings with Western culture, focusing on mindfulness and practical wisdom. Each competitor brings a distinct positioning and approach to religious engagement in the American market.