Film-goers targeted in Christianity campaign

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The Independent Culture

A model, a footballer and a mountaineer appear in the one-minute commercial for the Alpha Course to be shown at 2,000 cinemas as part of a two-week campaign. The campaign, believed to be Britain's first cinema advertisement for Christianity, promotes the 10-week "introduction to Christianity" offered at more than 7,000 British churches of various denominations.

The advert was made by the film producers The Mob - more used to making advertisements for Sony PlayStation or Nike trainers than religion.

The mountaineer Bear Grylls, the Portsmouth footballer Linvoy Primus and the model Kim Johnson appear in the commercial, part of a £1m promotional drive. Each is shown taking part in their own pursuit - Primus scoring a goal, Johnson on a catwalk and Grylls climbing a rock face - before asking: "Is there more to life than this?"