This set purport to quote Satan, who says he's not all that fond of Craig and crew.
It's fairly clever, but I'm not sure it will be effective.
I think it will generate lot of heat among church folks. Just like the PureSex series at Granger, it will get big buzz from churches and church marketers all over the country.
What I'm not sure is whether it will drive anyone who isn't already a church person through the door (or into cyberspace to check out the Internet campus).
The question to ask is this: Will it be effective with the unchurched, the nominally, or previously churched, and with a post-modern culture that's pretty gimick savy.
My guess is not so much.
I could be wrong, but I would go another way.
The billboards were simple. You matter. Joy is possible. You Can Change the World. They all pointed to the website with the slightly ungramatical question "WannaKnowWhy?"
The website simply tells stories. Stories about real people who encountered God at Lover's Lane. Then, they were pointed into a nice entry portal on the church's regular site.
I think stories are a lot more powerful than gimmicks.
One thing I am glad about. Terry, and Bobby and Craig at LifeChurch are all very smart guys. They'll measure the results, and I'm also guessing they'll report the results. Time will tell if this campaign is effective in bringing people through the doors who are interested in taking another step toward Jesus.