MARKETING THE MESSIAH

Scripture: John 1:19-28

INTRODUCTION

A week ago Saturday, Barbara and I drove to Athens for our son Matthew’s graduation from the University of Georgia. Heading north on I-85 and east on 316, we noticed a huge sign off to the right side of the road, hovering over a parking lot full of automobiles for sale. The sign above the car dealership did not say “Nalley” or “Car Max” – there was only one word, sprawled out in large letters so that you couldn’t miss it, and the word was “JESUS.”

To tell you the truth, I couldn’t figure out the connection. Years ago, when we lived in Pittsburgh, I did see a sign located next to a suburban branch of the Mellon Bank which said “Jesus Saves,” and as you might imagine, that caused quite a lot of conversation. But this billboard on the way to Athens was just out there beside the road.

Not until later that afternoon, as we were coming back home, were we able to see the other side of the sign, and I finally understood the message. There were two words on it, and the words said “COMING SOON.” Apparently, somebody must have thought that was a good spot to advertise either the advent of Jesus’ birth, or, more than likely, the anticipation of His return to earth. “JESUS – COMING SOON.”

Now that sign may not have anything to do with car sales, but it is directly related to our sermon topic on this Sunday before Christmas about “Marketing the Messiah.” The title comes from an article I found several months ago in the Atlanta Journal-Constitution, written by Mark Beaver, who is a teacher from Douglasville. This is how the article, headlined “Marketing A Messiah,” begins:

“Got Jesus?” Well, yes I do, as a matter of fact…but I must admit that I resent the way you ask the question.

Driving down Barrett Parkway in Kennesaw recently, I was confronted by a stark, black billboard with white letters. The billboard, etched in the same typeface as the dairy advertisements, merely substituted ‘Jesus’ for ‘milk.’ Simple as that. ‘Got milk?’ becomes ‘Got Jesus?’ And somebody, somewhere, thinks he is spreading the gospel.”

The author goes on to say: “Don’t get me wrong. I’m all for witnessing. I grew up in a Baptist church and I’m the son of a Baptist deacon…I appreciate a person’s attempt to share his or her faith…but the question ‘Got Jesus?’ strikes me as a concession to a commercial culture, one that can sum up something as complex as religious faith with a slogan.” (From an article entitled “Marketing A Messiah” by Mark Beaver, in the Viewpoints Section of the Atlanta Journal-Constitution.)

On this fourth Sunday in the Advent season, as we prepare to celebrate Jesus’ birth – the coming of God’s Son to earth – I agree with Mark Beaver from Douglasville about sharing our Christian faith with others. As Christians, that is what we have all been called to do. But his question about “marketing the Messiah” has caught my attention, and if you have been road signs such as the ones I have described – “Jesus – Coming Soon” and “Got Jesus?” – then perhaps you have wondered about the question too.

So what are we to do, as we come to Christmas, and as we seek to proclaim the name of Jesus in our worship, our work and our witness? Living in a culture that is saturated with catchy slogans, commercialism and a consumer-oriented mentality, there are those who have already chosen to market the Messiah for all He’s worth. But that is not our only option as Christians, and if we look carefully at our scripture lesson today, I think we will discover another approach to prepare the way for Jesus and to share the good news of the gospel.

When John the Baptist began his ministry in Judea, by the Jordan River outside of Jerusalem, the Bible says that large crowds from the city went out to hear him preach and prophesy about the coming of the Kingdom of God (Mark 1:5). John the Evangelist, who wrote the story about John the Baptist, reports that the religious leaders sent messengers to him, asking the question “Who are you?”

John confessed to them, I am not the Messiah (John 1:19-20), and when they pressed him for a further explanation, John said, I baptize with water; but among you stands One whom you do not know, even He who comes after me, the thong of whose sandal I am not worthy to untie (John 1:26-27).

What those words from scripture imply is that John the Baptist was a firebrand preacher and a well-known personality, a prophet of God who had a large following throughout the entire region of Judea. If he were alive today, we would probably call him a “revivalist” and might hear him preach in a sawdust tent or watch him on TV.

Yet with all of the acclamation that surrounded him, John the Baptist was a man of humility who told everyone that he was only the messenger, announcing that the long awaited Messiah would soon come.

And that, my friends, is a message we all need to remember today. Humility. Sometimes we Christians get so caught up in our own attitudes and opinions about the faith, that we forget our role as servants and followers of Jesus and begin to think that we have all the right answers, that we and only we know the way.

J. Allen Blair tells about a Sunday school teacher who volunteered, year after year, to lead the fifth grade class in church. He was a good man, eager and enthusiastic about the gospel, but he had a tendency to pontificate about his knowledge of the Bible and often pointed toward himself as an example of how to be an effective witness for Jesus.

One Sunday morning, he asked the students a question: “Boys and girls, why do people call me a Christian?” After a moment of silence, a boy in the back row raised his hand and replied, “Teacher, it might be that they just don’t know you.” Humility.

It can happen to preachers as well. Back in the early 1990’s, I flew home from Buffalo, New York and arrived at Hartsfield Airport late in the night. After getting my luggage at the carousel, I headed toward the door and thanked the security guard for checking me through. She looked at me and exclaimed, “I know you! I watch your program on television!” Suddenly, I wasn’t in a hurry anymore, and as I stood up straighter than before, I smiled and said, “I’m glad you’re tuned in.” She nodded and answered, “Oh yes, Dr. Stanley, I never miss your show!” Humility.

As we make our way toward Christmas, I’m wondering what might happen if we listened more carefully to others and spoke less incessantly ourselves; if we tuned in to the needs of those around us and let go of our own sense of self-importance; if we shared our faith with humility and left the final outcome, here on this earth and for all of eternity, in the hands of God.

John the Baptist said, I am not the Christ…I’m not even worthy to untie the thong of His sandal. It could be that he was trying to tell those first century people and all of us ever since that the good news of the gospel points toward the Messiah – “The Word who became flesh.” And when all is said and done, He alone will have the final word in this world. We can share our faith with others and bear witness to the grace and love of Jesus. But bringing in the Kingdom of God is not ultimately up to us. Humility.

II.

Now there’s another lesson we can learn from John the Baptist which is recorded in this story. Instead of “Marketing the Messiah” with catchy slogans and lots of fanfare, treating Him like some kind of a celebrity, John spoke about the coming of the Christ with spiritual integrity. I am the voice of one crying in the wilderness, “Make straight the way of the Lord,” said John, quoting from the prophet Isaiah. The Baptist knew the rest of that ancient prophecy, and so did most of the people who listened to him. Comfort, comfort my people, says your God. Speak tenderly to Jerusalem and cry that her warfare is ended and her iniquity is pardoned…Make straight in the desert a highway for our God. Every valley shall be lifted up, and every mountain and hill be made low; then the glory of the Lord shall be revealed, and all flesh shall see it together (Isaiah 40:1-5).

You see, what John the Baptist somehow perceived and what he wanted those crowds to understand, was that when the Messiah finally did come, He would not be an ordinary man. He would speak with divine authority, and all of creation would bow down before Him. He would help to heal a broken world and bring hope and forgiveness to people who were lost in sin. And though He would be born human to live among us, so that we could see and touch and know Him in person, He would still be holy, full of God’s glory and ruler of the kingdom on earth and in heaven.

That is what John the Baptist somehow knew back then and proclaimed with spiritual integrity. He was not in the business of marketing the Messiah as a popular celebrity who would make everyone feel good and bring them prosperity and success. To the contrary, John prepared the way for the Savior of the world, who was born in humility, grew up in relative obscurity and when He began His ministry, He reached out to the poor, the lost and the lonely people around Him.

To those who were blessed with abundance, He reminded them of their responsibility and opportunity to share what they had received with others. To those who held prominent positions in the community, He encouraged them to welcome and embrace people who just didn’t fit in and were often left out. And when some folks thought that they knew exactly who He was and what He was all about, He looked at them with the mystery of the universe in His eyes and said, It is not for you to know the times or the seasons which the Father in heaven has fixed by His own authority (Acts 1:7).

You see, He was not the Messiah they wanted or expected, but He was the Messiah whom the whole world needed. And John the Baptist who preceded Him, prepared the way for His arrival.

CONCLUSION

All these centuries later, as we prepare again to celebrate Jesus’ birth, let us open our hearts to receive Him, and proclaim His name with humility and with spiritual integrity. We don’t need to market the Messiah, because He never was and He never will be for sale. John the Baptist knew that was so, as did the Christmas Angel who made the announcement a long time ago for all the world to hear: Unto you is born this day in the city of David, a Savior, who is Christ the Lord!

In the name of the Father and the Son and the Holy Spirit. Amen.