Yesterday evening, just before I was about to head on over to the church, my wife saw a commercial on the television she had on while she was doing taxes for a client. She said, “Did you hear what that commercial just said?”
“No, what commercial?”
OK, before I go any further, before any of you get too judgmental, my wife is an accountant and this is income tax season – she barely has time for sleep and is doing tax work every available minute. Therefore, even up to 30 minutes before time to leave for evening services at church, my wife – the pastor’s wife – was still sitting in front of two computer screens and listening to a television for background noise.
“There was a commercial from Honey Maid (they make graham crackers),” she said. “Here, I’ll just rewind it…watch this…”
Evidently this commercial is not new, but would anyone with any sense like to explain to me what I just watched? Does this not in any way concern any of you? What in the world does it mean when you say, “What makes us wholesome never will”?
Some of you (you know who you are) don’t understand why this commercial upsets me. After all, it’s only a reflection of the pagan, post-Christian culture in which we live, right? “It is what it is,” some might say, “so just move on.” But this commercial DOES anger me! As a matter of fact, it does more than anger me – in breaks my heart. Let me tell you why.
First, it condones divorce, even going so far as to making it a positive for the children involved. In the first few words we hear a father say how that he never thought he’s get a divorce, but now he sees it as just that many more people to love the kids. Really? That’s akin to stating, “Hey, divorce ain’t that bad, just look at how happy the kids are!”
Second, it promotes brokenness. Yes, I said it “promotes” it. Even though this commercial is linked to a larger advertising campaign, #NotBroken, that aspires to celebrate the diverse landscape of the modern family unit, it’s actually celebrating brokenness as an inherent virtue. There is nothing in this commercial that promotes wholeness, is there? There’s nothing in this commercial that calls for the support of intact, nuclear families, is there? No, only the celebration that families come in all shapes, sizes, colors, AND sexual orientations.
Third, it’s fatalistic and hopeless. The money quote from the commercial is, “What makes us wholesome never will.” In other words, whatever it was that we as a culture ever thought was normal and healthy, forget it – we will never be “wholesome,” for there is no such thing…except for Honey Maid crackers.
But, supposedly, this is our culture. Mondelez International senior marketing director Gary Osifchin said of their add campaign, “[W]e’re holding a mirror up to America and celebrating all-American families. We’re on a journey here where we are very much showing America who they are. … It’s reality.“[Source] Maybe so, but it’s not by God’s design.
We’ve given up on promoting nuclear families; now we’re celebrating the pieces left over from a nuclear blast, and supposedly the kids are happier for it.