About a year ago a different kind of "faith-based" TV commercial caught my attention. While black and white snapshots of young inner-city "troublemakers" flashed across the screen, the voice-over began, "Jesus knew how it felt like to be falsely judged. The government and religious authorities of Jesus' day saw Jesus and his disciples as troublemakers, lawbreakers, and rebels." The commercial ends with this appeal, "The truth is, they were rebels. They were challenging authority. But they were not criminals. They were rebels for peace. They challenged others to love everyone. This was a radical idea that the leaders of that time couldn't see or wouldn't embrace. But that didn't stop Jesus or his followers. They did the right thing despite the misunderstanding and biases within their society." If you haven't seen it, here is the 30 second commercial:
Since viewing that commercial, I've seen many with the "He Gets Us" label and I've agreed with much of what the commercials have to say. Yet when I heard that this campaign was planing to spend $20 million on 2 Super Bowl commercials I thought it was time to learn more about the people behind the He Gets Us campaign. The group calls itself The Servant Christian Foundation, a non-profit primarily comprising anonymous donors. I also learned that of the more than 50 ads aired during the Super Bowl the He Gets Us ads were rated 5th best and 15th best. The first was a 30 second ad and the other was 60 seconds. Both ads cost The Servant Christian Foundation $21,000,000 and the foundation plans to spend $2 billion on similar ads and posts over the next 3 years.
I believe the folks behind this media campaign are sincere in their attempts to communicate an honest and fresh view of Jesus via TV, radio, digital ads, billboards and other platforms. Yet, when thinking about the way Jesus chose to share his message, other than the feeding of the 5000 and the sermon on the mount, Jesus more often chose smaller, more intimate settings to build lasting, loving, life changing relationships with people. And that has been my experience as well. Over the years, I've been involved in a number of those big, flashy "Hawaiian Luau" kinds of events that have taken enormous amounts of time, energy and resources to put together and pull off. Those kinds of events are usually a lot of fun, but they seldom build lasting, loving, life changing relationships.
So, as persons of faith who are trying to live out the values of Jesus and share his values with others, how can we be more effective in the use of our time, energy and resources? That's the issue I'll try to address in a series of blog posts entitled: The Vision and Values of Jesus.
The next post will focus on the attention Jesus gave to creating a new kind of community that would live out and share his values. This post asks the question: Is "community" as we know it, "community" as Jesus intended it?
