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February 2, 2015, 11:00 AM

After These Messages, We'll Be Right Back...


Good Day Reader,   I'm sorely tempted to write a drawn-out, play-by-play recap of the spectacular Super Bowl played last night (2/1/15).  Unfortunately that would be a waste of your time as there are countless other articles chronicling the crowing of the far superior Patriots as champs.  My thoughts, as I tear them away from football and sport, wander next to the commercials which will be the meat to our potatoes in this weekly musing.  Every year there is as much build up to the advertising as there is to the game, with revenue going through the roof for a 30 second spot.  This year was a perfect storm for the marketing gurus as the game itself, the stories surrounding the game, and the final score being so close that we did not know who would win until there were 20 seconds remaining, had people glued to the television set.  

There were the usual suspects making appearances:  beer, cars, food, movies, and insurance.  However, with only three or four exceptions that I can count, the theme for the commercials took an unexpected turn.   Gone were the old-standard themes of debauchery and exploitation, replaced this year by sentimentality and even guilt.  Its not often that I'm thrust into a commercial induced funk over household accidents and the potential loss of a child (better get more insurance). In fact, I cant remember being so confused by the messages of the commercials.  On one hand we were empowered to overcome all obstacles (while buying a car) and to cherish the time spent with family (while also buying a car); and on the other we were being sold burgers, more cars, and lingerie with sex and sexual innuendo.  

The messages ranged from love to consumerism without the mere blinking of an eye or flinch at the conflicting signals.  Where is the mean in all this (the center, the middle)? In an even bigger question:  where are we in all this?  The needs, the blatant manipulation, and push for us to consume has not and will not change.  And while the commercials either need to shock us into paying attention, or tell us a story we wont forget (lost puppies), we need to find the solid ground on which to place our feet.  Why?  Cant we ignore them and operate in our own little world?  Sure, if you want to slip into obscurity and irrelevance faster than the Sham-Wow.  

As followers of Christ we cannot ignore our culture, nor the messages being sent by our culture.  We MUST respond, and it is HOW we respond that will define us.  We must be consistent.  Steady.  Reliable.  (sounds like a truck commercial). 

If we are tossed about by whatever threatens us, our message is inconsistent and is therefore diminished.  If we swell up in indignation and let the whole world know just how trashy they are (and we aren't), our message will be dismissed amongst the acceptance messages.  We must be steady. Consistent.  Reliable.   All of that means one thing:  We Must Love. 

Christ's love transcends commercials, products, fads, skirt lengths, sexual orientations, political parties, pacifism, war.  It is consistent when dealing with those that should know better (Peter) and those who don't (the woman caught in adultery in John 8).  Jesus loves Zacchaeus even though he's been cheating God's chosen nation.  Jesus loves Judas even though he will betray him.  Imagine the commercials for those guys and those situations!!  

Looking ahead, we will face a culture that dismisses us, diminishes our message, even mocks our Creator.  How will we respond?  I hope the same way we were taught:  with love.  

Every time. 

 


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