In a 30 second ad they had to do something to convey the fact that "Other" believers have not been invited in. The gatekeepers cut to the chase.

I find the Mormons to be a very stodgy and sexist group, yet, as brucie indicates, they have some good PR folks. The commercials, like the kids having the water fight (dad says "stop where you are" then reappears with a camera) are probably effective for people who haven't made up their minds about their particular religion.

SRS