'Just Pray' Ad Showing Christians Reciting Lord's Prayer Rejected by Top British Cinemas

By Lorraine Caballero, Christian Post Contributor Tuesday, November 24, 2015

The advertisement titled "Just Pray," which features Christians reciting the Lord's Prayer, was banned by top British cinemas because of its religious theme.

"Just Pray," which shows Christians from different backgrounds reciting the Lord's Prayer, was targeted to be shown next month before "Star Wars: The Force Awakens" plays. But the Digital Cinema Media (DCM) agency rejected the 60-second ad because it could offend viewers with other religion, according to The Blaze.

DCM is the body responsible for booking advertisements for 80 percent of the cinemas in the United Kingdom. In a statement cited by BBC, the agency explained that they block all politically and religiously themed ads and "Just Pray" is no exception, CNN reports.

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"Some advertisements — unintentionally or otherwise — could cause offense to those of differing political persuasions, as well as to those of differing faiths and indeed of no faith," The Blaze quotes DCM's statement.

Meanwhile, the Church of England said it is "bewildered" by DCM's decision because it somehow hinders free speech. The church also urged the cinemas to reverse their decision and allow "Just Pray" to be shown, the report relays.

In an interview with CNN, the Church of England's Director of Communications Arun Arora said DCM told them from the start that they had no problem with a religious group booking an ad. The agency even slashed off half of the price for the ad booking, but it later on changed its decision after reviewing complaints on ads shown during the Scottish independence referendum last year, the report details.

"Just Pray" urges viewers to develop the habit of praying. In the ad, different people are seen reciting the Lord's Prayer including weight lifters, commuters, children, refugees, a cop, and the Archbishop of Canterbury Justin Welby.

Aside from "Just Pray," there were other religious advertisements that stirred controversy in the country in the past. In 2012, London Mayor Boris Johnson moved to ban ads that were set to appear on city buses showing gays converting to heterosexuality. In 2009, religious organizations slammed slogans on buses telling the public to enjoy their life because there is no God.