A theology of the Toyota Prius

Some advertisements are also great theology lessons. Take this ad for a Toyota Prius.

The car is not there.

When a company is willing to spend big bucks on an ad that doesn't even show its product, it is confident what customers want are the moral values the product represents.

Don't you want to be part of a clean, sustainable, natural world? A Prius can get you there.

But not only is a Prius not pictured, it is barely mentioned. The word "Prius" appears only once in small print in the lower right, as part of the "credits" contributing to this expansive and beautiful natural world.

You see through the Prius to the moral beauty it ushers in.

You see through the product to the moral beauty it ushers in.

Two caveats:

1. This only works for products already well known, with reputations that are beyond reproach. In other words, don't try this ad strategy with a Yugo.

2. The moral values promoted should be ones that appeal to the heart and a sense of eternity, not ones that appeal to what some might call our baser instincts. In other words, if you want to promote values associated with six-packs and bikini-clad women, you probably need to show a six-pack with bikini-clad women. Good luck.

But if what you have in mind is the proclamation of uplifting and eternal truths, then try getting out of the way; become transparent so that people see through you to the Beauty beyond ...

... even though it is the Beauty you represent -- so long as you get out of the way.

Logos2Go

2 Corinthians 4.15 All this is for your benefit, so that the grace that is reaching more and more people may cause thanksgiving to overflow to the glory of God. Therefore we do not lose heart. Though outwardly we are wasting away, yet inwardly we are being renewed day by day. For our light and momentary troubles are achieving for us an eternal glory that far outweighs them all. So we fix our eyes not on what is seen, but on what is unseen. For what is seen is temporary, but what is unseen is eternal.