Controversy here we come!

So, not sure that you've seen this yet or not. But this is one of Six new ads that the United Church of Canada has produced in order to 'fill the pew' (posted on www.wondercafe.ca). And I'm not completely sure what I think of this approach. I mean it's a bold approach, it's controversial, it makes you think... But is it right?
One of the first thoughts that popped into my head was the Question: "Why didn't we think of this?". But then again maybe we've already tried this. Everyone in canada has seen the alpha signs with 5 people of different ages and backgrounds smiling. Which brings me to the second question, and it's something that I've had my head for a while now.
When we evangelize are we adapting this approach, simply attempting to fill the pew? Are we trying to amalgamate people into the 'christian community' before we even approach thier relationship with God? Yeah these ads create controversy a great construct for Dialogue, but is this really a good approach?