Ithought I was watching a Saturday Night Live skit.

        It was last Saturday night, and I was watching TV when the young man's face filled the screen.

        He had an open, honest look. He spoke clearly in mild, moderate tones. I paraphrase:

        You can hear it. You know God is calling you, but you keep turning away. You put off answering Him because you're considering other things. But, you know you're curious about it.

        Isn't it about time you answered the call? Become a priest.

        My mouth hung open. This wasn't a comedic interlude or parody. It was a real ad by the Archdiocese of Cincinnati, targeted at men considering priesthood.

        The ad's message is simple, subtle, seductive, a fitting echo of God's “still, small voice” calling shepherds to the ministry.
       

Bad timing

        The archdiocese pulled the ad off the air last March, after just four months, as bad PR mounted over priests accused of sex crimes, archdiocesan spokesman Dan Andriacco says.

        Good move. The ad just feels wrong now. The innocent statements the actor makes about priestly duties take on hidden meanings, double entendres.

        Despite its short run, the ad attracted 10 or 11 priest candidates, Mr. Andriacco says. Some freebie versions still are broadcast occasionally on local stations.

        What still bothers me about the commercial is what it doesn't say — or isn't saying loud enough — about the priesthood today.

        In a letter to be released to Catholics on Friday, Archbishop Daniel E. Pilarczyk will go a little way in that direction, with an apology and a statement assuming blame.

        But the archdiocese should run new ads and indulge in a little crisis marketing. I suggest a new speech for the would-be priest:

        We know we have harbored some priests who have harmed people.

        A few priests have abused their positions as spiritual father figures. They have touched, fondled, intimidated and raped children and teen-aged boys. And we have protected them; we've shuffled them around our churches and parishes, sent them out of state for counseling, even paid off some of their victims.

        We are sorry.

        We will hide our neglect and duplicity no longer. We'll uncover our cover-ups and cooperate with law enforcement. We'll repent by taking our punishment and allow those priests to take theirs.
       

No hard sell

        Simple, straightforward, yet powerful. No need for a hard sell.

        It could be an effective recruitment ad.

        Catholics already are familiar with confession and the Act of Contrition. They know the way to reconciliation: Confess your sins, repent, turn away from them and do penance.

        Penance isn't just a few Hail Marys and Our Fathers. Apologizing to those we've wronged and taking action to rectify the situation are also part of the sacrament.

        Although priests and church leaders aspire to a higher calling, we all know they're as fallible as the rest of us. It's understandable that they might seek a private form of contrition, perhaps the anonymous protection of the dark, comforting confessional.

        But now's not the time to seek comfort and anonymity.

        As lawsuits flood in, prosecutors knock at the door and painful tales of abuse flow, now is the time for church leaders to live up to that higher calling with more public acts.

        Turn every scrap of pertinent information over to law authorities. Apologize to victims in person. Take the blows that come.

        Restore accountability to the men of the cloth, and it'll be easier to recruit more.

       Contact Denise Smith Amos by phone: 768-8395; e-mail: damos@enquirer.com.

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