Surely, the stated spiritual beliefs of the people in the "I'm a Mormon" ads are authentic and heart-felt. And not too different from the testimonies universally shared and oft-repeated by the less attractive and less eloquent members of my faith. But is the whole "Hey! Look at us! We're just regular folks; not as odd or strict as you think we are! In fact, we're pretty cool!" just like any other smoke-and-mirrors advertising campaign where good lighting and superb editing are essential when a sale is to be made?