The Passion of the Big Box

Wal-Mart has decided to plea to religious groups to raise its image, a tactic stolen directly from Mel Gibson's marketing campaign for his passion photo-play. Interestingly, though: Wal-Mart Watch, a stern Wal-Mart critic-group, is doing the same:

The world's largest retailer and its adversaries are hoping to sway religious leaders to their respective causes, seeking to use the clergy's powerful influence to reach flocks that may not respond to mere public relations or media-driven pitches.

Wal-Mart has quietly reached out to church officials with invitations to visit its headquarters in Bentonville, Ark., to serve on leadership committees and to open a dialogue with the company.

Across the aisle, one of the company's chief foes, Wal-Mart Watch, this weekend is launching seven days of anti-Wal-Mart consciousness-raising at more than 200 churches, synagogues and mosques in 100 cities, where leaders have agreed to sermonize about what they see as moral problems with the company.

"They are each probing for weaknesses behind enemy lines," said Nelson Lichtenstein, professor of history at UC Santa Barbara and editor of the forthcoming book "Wal-Mart: The Face of 21st Century Capitalism." "The liberals are trying to go into the churches even in conservative Republican neighborhoods. And then Wal-Mart goes into black churches and poor neighborhoods and says, 'Look, on this question, you should be with us because we provide jobs.' "