Lord's Prayer ad by Church of England refused by Cinemas

Odd ad "ban" of the week, though it is not a ban just a refusal to air it. The Church of England planned to air this ad at showings of "Star Wars: The Force Awakens", but Digital Cinema Media has refused to run it. The ad starts with Justin Welby, the archbishop of Canterbury, reciting the beginning of the Lord's Prayer. Then we cut to people from all walks of life in all sorts of situations, a man at a grave, a farmer with his cows, emergency workers, gospel singers, beefcakes in a gym, people at a café, people getting married, someone getting baptised, and so on, all continuing the prayer. It becomes a very peaceful and welcoming vinjett ad, and I suppose that was the entire point. The ad leads you to Justpray.uk where you'll find tutorials on praying.

Digital Cinema Media, who control around 80% of the cinema media, said in a statement:

"Digital Cinema Media has a policy of not accepting ‘political or religious advertising’ content for use in its cinemas. Some advertisements – unintentionally or otherwise – could cause offence to those of differing political persuasions, as well as to those of differing faiths and indeed of no faith. In this regard, DCM treats all political or religious beliefs equally."

The reverend Arun Arora, who is the Church of England's communications director, also released a statement:

"The prospect of a multi-generational cultural event offered by the release of Star Wars: The Force Awakens on 18 December – a week before Christmas Day – was too good an opportunity to miss and we are bewildered by the decision of the cinemas.
"The Lord's Prayer is prayed by billions of people across the globe every day and in this country has been part of everyday life for centuries.
Prayer permeates every aspect of our culture from pop songs and requiems to daily assemblies and national commemorations. For millions of people in the United Kingdom, prayer is a constant part of their lives whether as part thanksgiving and praise, or as a companion through their darkest hours.
In one way the decision of the cinemas is just plain silly but the fact that they have insisted upon it makes it rather chilling in terms of limiting free speech. There is still time for the cinemas to change their mind and we would certainly welcome that.
In the meantime people should visit the site, see the film themselves and make up their own minds as to whether they are upset or offended by it."

Client: Church of England