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TV promos are usually pretty straightforward, with footage cut from the shows they're pushing. But a new ad from National Geographic Channel puts original footage to great use in hyping The Story of God with Morgan Freeman, a documentary series coming in April.
Sadly (or perhaps mercifully), the show isn't a sequel to Bruce Almighty, in which Freeman actually played God. The minute-long ad, by creative agency Holman + Hunt, opens on the Western Wall, the controversial Jewish holy site in Jerusalem, and includes shots of group ceremonies from other religions around the world, Christianity and Islam among them.
"We wanted the spot to reflect the global nature of the series—which filmed in more than 20 cities and seven countries—as well as the humanity of the questions we ask in the episodes," says Emanuele Madeddu, svp of strategy and branding at National Geographic Channel.
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