The "Live Again" campaign by Scientology, launched during the 2023 Super Bowl, communicates a brand proposition centered on renewal and personal empowerment. It positions the Church of Scientology as a source of hope for individuals who feel disenfranchised or defeated, promising the possibility to regain purpose, creativity, and inner strength. The narrative emphasizes an inherent, indestructible power within each person to overcome despair and "live again," aligning the religious organization with themes of resilience and self-discovery.
Strategically, the campaign leverages the high-visibility platform of the Super Bowl to reach a broad, diverse audience during a moment when viewers are highly engaged. Its insight targets those experiencing personal or existential challenges, tapping into a universal emotional need for hope and transformation. The creative approach uses a poignant, uplifting voiceover paired with an evocative song available across major streaming platforms, reinforcing the emotional resonance and accessibility of the message. Additionally, the call to action invites viewers to engage with an online personality test, effectively extending interaction beyond passive viewing and encouraging self-reflection and exploration of Scientology’s teachings. This multi-channel, narrative-driven strategy seeks to create a meaningful connection by addressing contemporary anxieties and offering a pathway to self-reclamation through the brand’s spiritual framework.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
This campaign fits FORMAT#3 because the narrative focuses on metaphorical expressions of despair and renewal rather than depicting literal problems or events. Phrases like “if you think all is lost” and “the last light of hope is gone”—paired with the call to “Live Again”—use symbolic language to frame emotional struggles. The spot does not show an explicit scenario or a particular individual's STORY, nor does it directly demonstrate a solution. Instead, it uses powerful metaphors for existential crisis and hope to represent spiritual struggles, positioning Scientology as a path to revival in a symbolic manner rather than via direct testimonial or step-by-step demonstration.
1. The Church of Jesus Christ of Latter-day Saints – Positions itself as a family-oriented, community-driven faith with strong emphasis on personal revelation and missionary work, leveraging modern technology and media to promote humanitarian efforts and global outreach.
2. Jehovah’s Witnesses – Known for their door-to-door evangelism and distinct eschatological teachings, they emphasize Bible study, discipline, and a tight-knit community, differentiating through grassroots engagement and focused doctrinal messaging.
3. Southern Baptist Convention – As one of the largest Protestant denominations in the U.S., it emphasizes traditional evangelical Christian values, local church autonomy, and active social and political involvement to appeal to conservative audiences.
4. United Methodist Church – Positions itself as a progressive, inclusive Christian denomination balancing tradition with social justice advocacy, focusing on community service, dialogue, and modernization to attract younger and diverse demographics.
5. Seventh-day Adventist Church – Differentiates through its emphasis on health and wellness, education, and the observance of the Sabbath on Saturday, promoting a holistic lifestyle alongside biblical teachings to attract both spiritual seekers and health-conscious audiences.
Q: What is Live Again about?
A: Live Again is a 2023 campaign created for Scientology by Scientology Media Productions, launched in the United States and centered around a 90-second Super Bowl commercial. The campaign leverages the high-profile Super Bowl platform to deliver a message of hope, renewal, and personal empowerment, targeting viewers who may feel disenfranchised or defeated. Through evocative narration and an original song available across major streaming platforms, Live Again positions the Church of Scientology as a source of spiritual revival, inviting audiences to engage further via an online personality test and extending its reach through integrated film, digital, and music assets.
Q: What creative device does Live Again use?
A: Live Again employs FORMAT#3 SYMBOLIZE THE PROBLEM, as classified by Clapboard’s 12-format taxonomy. Rather than depicting literal scenarios or individual stories, the campaign uses metaphorical language and imagery to represent emotional struggles and the possibility of renewal. Phrases such as “if you think all is lost” and “the last light of hope is gone” frame existential despair symbolically, while the call to “live again” positions Scientology as a path to spiritual revival. This approach avoids direct testimonials or explicit demonstrations, instead relying on powerful metaphors to communicate its message.
Q: What is the campaign proposition for Live Again?
A: The campaign proposition for Live Again centers on positioning Scientology as a source of hope, renewal, and personal empowerment for individuals facing existential or personal challenges. By addressing a universal emotional need for transformation, the campaign targets those who feel disenfranchised or defeated, promising the possibility to regain purpose, creativity, and inner strength. The strategic use of the Super Bowl’s broad audience, combined with an emotionally resonant narrative and an interactive call to action, seeks to create meaningful engagement and invite viewers to explore Scientology’s teachings as a pathway to self-discovery and spiritual reclamation.
Q: How does Live Again rank in Clapboard's archive?
A: Live Again holds a Clapboard Campaign Score of 63/100. This score reflects Clapboard’s assessment of the campaign’s creative ambition, execution quality, and cultural relevance within the global ad archive.
Q: Who are the competitors in Scientology's category?
A: In the religious and faith-based market, Scientology competes with several major organizations. The Church of Jesus Christ of Latter-day Saints emphasizes family values, community, and global outreach through modern media. Jehovah’s Witnesses differentiate themselves through door-to-door evangelism and focused doctrinal messaging within tight-knit communities. The Southern Baptist Convention appeals to conservative audiences with traditional evangelical values and active social involvement. The United Methodist Church balances tradition with progressive social justice advocacy to attract diverse demographics, while the Seventh-day Adventist Church stands out for its focus on health, wellness, and holistic living alongside spiritual teachings.
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