Most commercials are loud, direct, and blatant in their message. Retailers like Target, Wal‑Mart, and Toys-R-Us shout “BUY!” Car dealerships shout the same message while high end auto manufacturers like BMW, Mercedes, and Audi tweak the message so it proclaims, “Status!” Drug companies promote health (blood pressure, diabetes, Hep-C, etc.) and pleasure (Viagra, Cialis). Trailers for movies and TV shows shout, “Watch me!”
On rare occasions comes a commercial that promotes a subtle rather than overt message. During the FOX broadcast of the NFL Dallas Cowboys vs. Washington Redskins game on Thanksgiving Day, there were two commercials that promoted a very subtle worldview. One praised mankind while the other promoted tolerance and acceptance.
Dodge Ram pickup trucks aired a commercial that was aimed at praising hard-working Americans. However, it is blatantly man-centered. The tagline of the commercial was “Praise the work!” As parents, we teach our children to say “Thank you” to someone who does something for you. As Christ followers, we say “Thank you” to God because we know that all good gifts come from his hand. The Dodge Ram commercial promoted thanking yourself because you did all the hard work required to obtain and enjoy all the blessings you have. Because men and women are strong, wise, creative, and hard-working, they don’t need to acknowledge anyone else. They can “Praise the work” rather than give thanks. A very subtle, self-centered message.
Apple aired a commercial promoting tolerance and acceptance. The commercial, called “Frankie’s Holiday,” began with a Frankenstein creature laboring in a workshop. He took a package and walked down the hill and into the town square. He took out two Christmas lights, one red and one green, and attached them to the electrodes on his neck. He then played “There’s no place like home for the holidays” on his smartphone and started to sing along. The townspeople stared at him in horror and amazement. When one of his bulbs went dark, a young girl in the crowd helped reattach it so it lit up. She then started singing with the creature. Eventually, all the townspeople joined in. The commercial’s tagline is “Open your heart to everyone.” The subtle message was that there are no monsters, only people who are different. We should accept and tolerate all people, especially those who are different. Again, a very subtle, worldview shaped message.
While most commercials air several times during an NFL broadcast, these two commercials were only aired once during the FOX broadcast. Not watching any of the other two Thanksgiving Day football games, I don’t know if they appeared on CBS or NBC. While the commercials were creative and well done, they were frightening in the subtle way they communicated and attempted to shape one’s worldview.
As followers of Jesus Christ, we have to be alert and aware of what is being taught and communicated. We have to ask the question, “How does this fit with what Scripture teaches?”