…the money. Over at Pandagon, Jesse Taylor, on the subject of the Focus on the Family anti-legal and safe abortion ad, asks (italics mine):
The question is instead this: if the anti-choice position is so true, so mainstream and so critical to the future of our nation, why did Focus on the Family spend $2.5 million to avoid saying anything whatsoever about it? Pam Tebow’s lines were all oblique references to her choice not to have an abortion, but if FotF felt the need to couch her story in such coded and oblique terms that it could have been an ad for Wii Family, doesn’t that say something incredibly telling about how weak and radical their position actually is?
This is why I think the ad won’t be successful. I think the ad was never designed to change people’s minds–the Super Bowl is the wrong place to run that kind of ad. So why run the ad?
Focus on the Family had to lay off almost forty percent of its workforce last year (damn shame, that). What they were hoping is that the ad could convince 250,000 fucking morons (~0.25% of the U.S. audience) to give $50. That’s around a ten million dollar profit.
One thing to remember about any non-profit group is that the most important mission is keeping the doors open.
That’s what this ad was about.