The NFL rejected this add and the advertising money that accompanied it.
http://www.gunsandammo.com/2013/11/27/nfl-bans-super-bowl-gun-commercial/
This commercial above promotes what might be called conservative values, those of self defense and an esteeming of the 2nd amendment. This was a “Daniel Defense” ad focusing on personal protection and fundamental rights. It was originally created by Daniel Defense to run on any TV Network at any time. The rejected Commercial did not mention firearms, ammunition or weaponry.
But the NFL had no problem running this piece of propaganda as a add. In a quick rotating series of sentimental feel good images Coke sells, not so much its carbonated sugar water, but rather a vision of multicultural America.
http://www.youtube.com/watch?v=5e13j2CDFyM
Accompanying the images is the first verse of “America the Beautiful” in several different languages.
First a word about the images. The images start out classic Americana Western cowboy and much of the commercial (about 17 seconds) gives us images of pastoral settings.
The commercial was 60 seconds long. In the longest segment of the commercial (almost 5 seconds) we are treated to a inter-racial sodomite “couple” rollerskating with their “daughter,” giving us the impression of one big well adjusted American “family.” This was the first Super Bowl ad to feature a gay “family,” according to GLAAD, a lesbian gay, bisexual and transgender media advocacy organization. Of course, as that is interspersed with all the classic Americana and pastoral settings, what is being communicated is that sodomy is just as American and just as pastoral as any other of the family images shown. Coke is selling sodomy.
Now a word about the song. The lyrics of the first verse that are sung in the commercial in different languages are below,
O beautiful for spacious skies,
For amber waves of grain,
For purple mountain majesties
Above the fruited plain!
America! America! God shed His grace on thee,
And crown thy good with brotherhood
From sea to shining sea!
The different languages in the song are underscored by the different ethnicities in the commercial. The idea clearly is presented is that America is an idea — a propositional nation — and not a nation in the classic sense of a shared lineage, heritage, and culture. One can be Jewish, Muslim, Sodomite, Hispanic, or Polynesian and still be “American.”
But the problem with that is when we get to the words in “America the Beautiful.” that say, “God shed His grace on thee.”
First, we might ask, “Which God shed his grace on America?” Was it Allah? Was it the pagan god of Judaism? Was it the god of the Sodomites? Just which God are we praising here for shedding his grace?
Second, we would observe that only in a Christian worldview does “God shedding His Grace” make any sense. No other religion has a god who sheds grace (unmerited favor).
Third, who is the “Thee” upon whom God has shed his grace? Is the “thee” merely a geographic entity where a bunch of different peoples, religions, and moralities clash? Or is the “thee” those whom the Founders wrote of when they wrote,
” … and secure the Blessings of Liberty to ourselves and our Posterity …”
Again, what Coke is selling is the multicultural vision of America as the first International Nation State — a State without borders, definition, creed, ethnicity or unifying cult, culture, morality, language or custom. Coke is selling Marx’s vision of America as the first International State without distinctions and where every value of every people is equally valued. (Except the values of those who don’t value, every value as having equal value.)
One wonders if Coke would air a similar ad in Israel or is it just America and all of Europe that is supposed to be “blessed” by being a polyglot, multi-faith, multi-morality and multi-ethnic nation?
Of course the result of all this glorious “Diversity” is and will continue to be the Balkanization of America. You can not throw together people with contradictory worldviews into one social order and not expect severe social unrest.
If I can avoid it, I’ll never drink another Coke in my life.
Sensitive, insightful, cogent, spicy critique! Bravo!
In some tangential way I thought the following one minute church/football video applied:
Jeffery,
I sent that commercial to a Lutheran friend of mine.
I was talking with my wife during a very fancy Subway sandwich dinner with the kids about this Coke commercial and the cultural and theological context behind this.
This whole issue regarding the language issue (in addition to the homosexual couple issue) is an issue of cultural relativism. And of course this stems from moral relativism. If the people in the culture don’t understand that there is such a thing as moral standards (from the Bible), any subsequent ethical behavior will have no standards in mind. Hence, this is why anything goes in culture today.
This is a larger issue than most Christians will want to admit. And I am sure that there are other Christians who think that this is no big deal. But both groups are missing the point because the message that this commercial is attempting to spread is a symptom of cultural and ultimately moral relativism. And as we should know that relativism to any degree is not only an ethical/moral issue, but an epistemological one. Hence, this is an apologetics/evangelism/faith issue.
If the church cannot speak to this commercial and its message, then the church cannot speak to its hatred of ethical and moral standards, and therefore it cannot speak against the atheism that motivated this hatred of moral standards (God’s).
I then explained to my wife that when we have Christians who dont think that this is a big deal, they also miss the understanding that these “progressives” are attempting to destroy American culture.
We can have debates on just exactly how Christian our culture was during the 1600s and 1700s, but for the sake of argument, let’s assume that it was. (it was mixed with unitarianism and natural law theory, I understand…..)
As our country has fallen deeper and deeper, this commercial is another attempt at destroying that American identity, (which had its root in Christianity)… That is why this is an issue.. not because of the **American identity** per se, but because of what the American identity was rooted in..
And so, the language issue, while not consciously thought of as being detrimental to Christianity, it is so because the American identity is inextricably bound with the English language and Christianity, whether we like it or not. And as that American identity is reduced and reduced, the basis that it was derived from further denigrates.
If this is so for the immediate context of “American” identity, how much more so for our (“pure”) distinctive Christian identity? For instance, over on oddlife, Erik Charter and DGH celebrate the fact that Christians are being prevented from sharing their faith.
How is it possible that we have come so far and so infected in cultural (and therefore moral and political) relativism that we are now celebrating our rights being taken away?
At what point would Erik and DGH say that enough is enough? If the govt were to completely outlaw worship on Sundays, would Erik and DGH be celebrating this fact and lambast Christians for decrying that their “rights” to worship on Sundays have been trampled upon?
If they said that this was not acceptable (and I hope that they do), why is this not acceptable and yet Christians’ other “rights” are fair game? What a ridiculous and arbitrary humanistic standard of justice. And yet, this is exactly what has infected the church today and has done so for quite some time.
Why dont we all just lay down on the highway and let the trucks of humanism, atheism, and relativism just roll over us right now? We have many Christians who do it already for culture wars.. Why not be consistent and do it for worship on Sundays as well.
Good words Christopher Lee.
Christopher makes many salient observations, inspiring my further comment:
The process by which such “peeps and mutters” as these commercials are delivered are as dangerous as their messages. Such visual spectacles function on a trauma-based aesthetic level. The gauntlet of disorientating audio/visuals are designed to function as a narcotic, allowing the desired messages to enter the subconscious mind of the viewer with little resistance. The conscious mind checks out amidst the Disney magic. Remember that commercials such as these are presented themselves in layers of other commercials, driving the messages deeper. Such visceral entertainment media demands you drop your guard and “immerse” yourself in sensation. When you point the embedded ideas out to most people (whether repentant or not), they label you a pessimist, although the repentant may say it with a smile, referencing Romans 8:28. When you point out the process itself it’s like threatening their stash.
It’s no accident that these commercials take on sacramental status during rituals such as the Super Bowl, where people often find themselves in social gatherings. In such settings discerning believers will learn to keep their thoughts to themselves for the sake of the group. The consensus is designed to drive Christians to closets (their local churches ready to sanction them as divisive brethren for engaging in cultural criticism on church property) “Christians” entering the entertainment media are offering themselves as balls of string to the roaring lion. The destroyer is a master of deception hiding his “truths”, appealing to our lust. Thank God for his Truth, His Son, His Scripture, and All His creation that simply and plainly declares the glory of God.
Why these evils are not provoking many Christians I can only speculate. I missed the Super Bowl again this year, but I was encouraged by the following clip. I have no way of knowing whether or not this gentlemen is a believer, but I admire his courage to speak some truth, especially in the basement of the modern day coliseum.
Excellent commentary Jeffrey!