Some decades ago, Coca Cola’s self-descriptive advertising slogan was “Coke. It’s the real thing.” Shortly thereafter, someone modified the slogan, “God / Jesus is like Coke. He’s the real thing.” No shortage of other religiously altered (altared?) advertising slogans also exist, such as, Jesus is: (1) like “Ford… He’s got a better idea,” (2) like “All State Insurance… You’re in good hands with him,” (3) like “Tide… He gets the stains out that others leave behind,” (4) like “Dial Soap… Aren’t you glad you have Him? Don’t you wish everybody did?” and (5) like “Maxwell House… Good to the very last drop.” Out of curiosity, how often have you dropped Jesus?
So, is Jesus a thing or an idea or a stain remover or what? What do we make of such slogans borrowed from secular advertising? Why do we use them? Are they effective? What might Jesus make of them? Apply this to yourself. Are you “like Coke” or “like Tide” or “like Dial Soap” or “like Maxwell House”?
Apart from the application, what about the substance of such claims. What is “real” about Coke? What is the maximum number of times that one can drop you and from which height? If not physically dropped then perhaps relationally dropped. If people drop Jesus from their lives, how many drops can Jesus withstand? If Jesus is good to the last drop, then what happens to those who drop him for the final time?
Presumably, people take such phrases about Jesus or God seriously, at least at some level, or they would not propagate them. Perhaps more important than the slogans’ contents, what do such slogans say about those who use them? Caution! You are now entering a critical thinking zone!
Christian witness and Christian mission often leave Christians feeling perplexed and inadequate and exposed and vulnerable and fearful. On one hand, Christ has become an or the most important aspect of one’s life. On the other hand, one is often at a loss for words as to what that really means and how to communicate that to others. In a market driven society, like in any day and age, one is often tempted to borrow from the secular to advance the religious. To what extent one should do this, if at all? This question is and has been a matter of debate amongst Christians from its earliest days. Jesus himself frequently used parables, “The kingdom of God is like …” So, what do we do, or not do, and why?
Very often, we use analogies and metaphors to assist communication. Comparing something new to something old or familiar seeks to tap into an existing point of contact or conceptual framework in order to facilitate communication and understanding for the new. So, if you are “like Coke,” are you “the real thing” or are you really “carbonated water, sugar (sucrose or high-fructose corn syrup depending on country of origin), colour (caramel E150d), phosphoric acid, natural flavourings including caffeine”? Can you be “the real thing” and all that other questionably nutritious stuff? How does Coke mix with Jesus? In an effort to make Jesus (more) palatable, perhaps churches could offer “Rum and Jesus” instead of communion. Is that idea any more or less accurate or offensive than borrowing a secular advertising slogan? If so, why?
So, what is the point of contact between God and fallen humanity? What do sinners, who have lost the image and likeness of God (see Genesis 1:26) possess which could serve as a point of contact with God? Succinctly put, sinful humanity has no inherent point of contact with God. That is our problem. The relationship our side is completely broken, and all attempts by sinful humanity to create points of contact with the divine do little more than make for great or ghastly religions. Do those religions, however, make any difference in humanity’s relationship with God? The Bible say, “No.”
So, what are we to do to win God’s favour? The answer is: Nothing! There is nothing that we can do. No-thing, no “good” work, no slogan, no analogy, no anything at all will or can do it, no matter how hard we try. Instead, God did it and does it, by grace alone. God in Jesus Christ is the only point of contact between the justifying God and us lamentable sinners. By being both truly divine and truly human, Jesus comes to us outside of ourselves and apart from our efforts to be the only point of contact between God and us. This is so because Jesus
“… who, though he was in the form of God, did not count equality with God a thing to be grasped, but emptied himself, by taking the form of a servant, being born in the likeness of human beings. And being found in human form, he humbled himself by becoming obedient to the point of death, even death on a cross” (Philippians 2:7-9)
When sinful humanity killed Christ with more than vacuous slogans, the Father raised his Son from the dead, again by grace alone, to create an indestructible and indefeasible point of contact with himself beyond our powers of death. By grace alone, God seeks to bring us into a new, living relationship with him through the word alone and through faith alone solely in Jesus Christ.
In that light, God’s light, there is absolutely nothing and no one to which or to whom we can compare Jesus without diminishing or denigrating both his divinity and his humanity. With respect to witness and mission, the Father did not send his Son to find points of contact in us sinful human beings. Instead, the Father sent his Son to refashion sinful human beings through his justifying gospel into the body of Christ to be his living, verbal points of contact to those who do not yet believe. That is our baptismal calling and commission. That is our life of faith. Together, that is our congregational mission without comparison or compromise.