Is there more to life than this?
Alpha Course ads have been springing up all over town on bus shelters and billboards. These slickly-produced ads are part of a new compaign to promote the Alpha Course on behalf of the local churches who run the program. You should already know my distaste for Alpha. If not, click the "Alpha Course" tag below to see what I've said previously.
As slick as the ads are, Alpha is still using the clipart-esque man carrying a question mark logo, which is extremely cheap-looking.
That said, my main interest in the ads is not their production values but rather what they portray. Of course, they make no mention of God or Christianity in them. Instead, the two different ads have a photo with a caption "Is there more to life than this?" The slogan is typical, but the photos are odd. One shows a young man in climbing gear standing triumphantly at the top of a mountain; the other is of a small group of happy, attractive younger people drinking and stuff. I know they are attempting to appeal to younger people, that much is obvious. But I tell you, if I'm climbing mountains and living it up with cool friends, I'm not too worried about finding "more to life." Life would seem pretty good, thank you.
To me, it would make more sense if "Is there more to life than this?" was attached to photos of my life: dull grey cubicle, family sedan, taking out the trash, etc. More people would be able to associate with that than with climbing mountains and being popular. Also, more people would be searching for meaning and that elusive "more" when their lives are boring and monotonous. I think they missed the target on this one.