Church offers salvation at the gas pump

NorthStar Church is offering savings, but this article seems to think they offer salvation at the gas pump. Not everyone agrees with the plan:

"Ken Williams of Saratoga Springs, an ordained pastor who organized three consecutive annual 'Ride Your Bike to Work Days' to conserve gas, called the buy-down smart but misguided marketing. 'It sounds to me like they are paying 50 cents per a person's gallon of gas in a way to promote their church, like any other business would take out an ad,' he said."

If the point of an ad is to communicate your message, what's the problem? Williams assumes that advertising is bad for some reason. What do you think of this promotion?