The much anticipated (and even more touted) television commercial event of the year seemed to have a particular tone, if not message, in 2015. Regardless of what was being advertised – beer or computers, hamburgers or insurance – all seemed to convey that we need to “show a little more love”. Whether it be toward our parents or our children, our neighbors or ourselves, the clear suggestion was that we can all increase love of self and others.
As odd as it will sound, I was frankly surprised at how “mainstream” the message of “love self and others” was being encouraged. I understand enough about marketing and psychology to know that if you associate your product with making folks feel good about themselves and others, they will be more likely to buy what you are selling.
With that said, I think the current marketing people have tuned into the fact that our world today is feeling a little less loving toward ourselves and others. My sense is that the ad executives have recognized that there is truly a hunger to live in a more loving and just world.
So did Jesus. And so are we called as we follow in the Way of Jesus and fully embrace our Baptismal Covenant to: seek and serve Christ in all persons, loving your neighbor as yourself and to strive for justice and peace among all people, and respect the dignity of every human being. (BCP pg. 305)
“God is love; love enfolds us, all the world in one embrace; with unfailing grasp God holds us, every child of every race. And when human hearts are breaking under sorrow’s iron rod, then we find that self-same aching deep within the heart of God.” (Timothy Reese, Hymn 379)