The American Bible Society launched a giant New York Times Square ad this month to relay the true meaning of Christmas to the public.
The 30-second ad is currently appearing on the CBS screen in the brightly lit district and has the chance of being viewed by 1.5 million people each day.
"The purpose of the ad is to take the message of the Bible to people where they are in a way that is relevant to them and encourage further engagement with God's word," said Christy Lynn Wilson, spokesperson for ABS.
The ad starts from outer space and zooms into Times Square. It then states: "God came near because you were worth the trip."
"Uncover the full story: UncoverChristmas.com."
ABS approached The Winn Group with its vision for the Times Square ad.
"They came to us and needed some help sharing a message to the masses – a message about the true meaning of Christmas: That God sent his only son to earth in the form of a man to rescue mankind so that none should perish but have eternal life!" The Winn Group explained.
As a marketing, strategy and creative media firm that serves nonprofits and cause centric organizations, the Allen, Texas-based group took on the challenge and produced the ad spot for ABS.
ABS did not disclose the cost of the ad due to a contractual restriction by Neutron Media, which manages ad placements on the CBS jumbotron.
The American Bible Society is a nearly 200-year-old organization that works to bring God's word to people around the world. Specifically, its mission is to make the Bible available to every person in a language and format each can understand and afford, so all people may experience its life-changing message.
Technology is just one of the mediums through which ABS is trying to reach more people.
"While the message of the Bible is unchanging, how we deliver that message is constantly changing," said Wilson. "The ad in Times Square is just one example of how American Bible Society is using new mediums and technologies to help people encounter the life-changing messaging of the Bible."
The Christmas ad will appear in Times Square approximately 18 times each day until Dec. 25. A New Year's-themed ad will then run until Jan. 10.