Admit it, we are all swimming in the deep end of the culture pool!

What’s your all time most memorable commercial? No doubt you have one that sticks in your mind. It may be dated since many new ones come on the scene each year but we all have been inundated with hundreds of thousands of video, print, voice over, signs, and every form of advertisement imaginable if we have breathed air on this planet. While we might like to think this bombardment has not influenced us, we would be kidding ourselves to try and defend that position. This particular feature of the culture war is what I have before me on this Friday, June 5, 2009. Not surprising, a recent top ten vote for most popular commercials by USA Today included two beer commercials, three cola ad spots, the famous “Got Milk?” promotions, and the burger “Where’s the beef?” campaign.

However, the ad chosen number one by a wide majority was not that familiar to me. It is one put up by Monster.com in 1999 that runs black and white footage of children talking about what they want to be when they grow up. Each child in the commercial speaks about a particular underachieving goal as their passion in life and at the end the punch line is how that Monster.com has a better job and future for every person. I watched the ad and remembered it but it certainly would not have made my top ten. My list would include the recently resurrected “See the USA in a Chevrolet!” by Dinah Shore, (Sadly, it is being played now as a swan song for the GM bankruptcy.); the “Plop Plop, Fizz, Fizz, oh what a relief it is!” Alka Seltzer ad along with another one where the fellow says, “I can’t believe I ate the whole thing!” (These ads may have appealed to me because it was back in the days when we didn't know that indigestion needed some very expensive medication for an ailment called acid reflux!) These are all from the past and I am too but brand identity does end up being a part of the life we live especially in this commercialized world.

Jesus told us to be in this world but not be of this world. (See John 17 and 1st John 5.) That’s one of the toughest challenges you and I will ever face. The incessant drumbeat of all things worldly surrounds us and our children every second of every day. To say otherwise is to do the proverbial ostrich head in the sand maneuver. We may think it cute for our little ones to be able to sing the latest beer tunes and quote the less than wholesome memorable lines from TV ads but there is a corrosive element to all of this and as the old saying goes, “The steady knock does wear the rock.” Seeing it for what it is goes a long way in beginning to form a response to try and fulfill the admonition of our Lord. We can’t escape the deluge of commercialized media but we can do all we can do to offset it, to reduce its influence, to change the channel, or whatever is needed to deal with this issue. I’m not saying you can do what the old Pepsodent ad proclaimed, “You will wonder where the yellow went when you brush your teeth with Pepsodent!” But you can do what you can do with God’s help. This is some food for thought as we enter our Saturday and Lord’s Day Sunday. May God help each one as we deal with the life we have! Amen. ….More later.