Ouch.
I just read the ksl.com article on the ad. A University of Utah communications professor called it "over the top". I'm not really sure why. It's certainly negative but doesn't seem any worse than the standard political fare. I guess the tie to missionaries is a little unfair, but other than that, I'm not sure that it stands out.
I think Tex is right--I'm not sure this will convince anyone. It seems to be a lashing out at the Church more than anything else.
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