Ask.com's CEO Jim Lanzone issued a statement explaining the new campaign that includes the intriguing ad copy:
The Algorithm Constantly Finds Jesus.
“Ask.com has launched an advertising campaign focused on ‘The Algorithm.' The goal is to incite a consumer conversation around the importance of a search engine's algorithm and its integral role in making one engine different from another, Lanzone said.
‘The Algorithm' is the single most important ingredient that determines the relevance of search results, yet its impact on the overall search experience is taken for granted by most consumers. At Ask.com, we feel that in order to drive consumer awareness and use of our engine, it is important to highlight the uniqueness of our algorithm, which takes a different approach to ranking than our competitors. The Ask.com algorithm's relevance methodology goes beyond the popularity focus of Google, Yahoo and MSN's, and is the only one to break the Web down into topic clusters and determine community-based relevance in real time.”