In case you haven’t seen it, an ad was recently created by Media Wave Productions featuring a pastor who is concerned about his dwindling congregation. So he initiates a new church growth technique that involves replacing the bread and wine of communion with Doritos and Pepsi Max. The title for this thirty second spot is Feed Your Flock. Until recently, this ad was in the running to be broadcast on SuperBowl Sunday, but it failed to make the final cut, partly due to the controversy it generated. It’s hard to imagine such an ad being created only a few decades ago. The trivialization of the sacred in this piece is nothing less than astounding. And that’s just it. There isn’t anything sacred anymore. Everything’s a joke.

I recently visited a church in my city that had three huge mega-screens featuring music videos and advertisements for various things before the service began. All along the right side and back of this expansive worship area, people were selling CDs, books, T-shirts and cappuccino. It was all in the same room. The pastor told a number of jokes and preached a sermon on the subject of his latest book. At the end of the sermon, he actually pleaded with us to “go to the back and take a look at the book!” Though there was no communion service, there was a fifteen minute video infomercial on the virtue of tithing, followed up by, you guessed it, the offering basket.

Undoubtedly there is a loss of the sacred in today’s secular and cynical culture. But should we really be surprised by this? It’s “secular” culture after all. Why shouldn’t secular types think that everything’s a joke unless we give them something to believe in. What is more troubling I think is the trivialization of God, the shallowness of discipleship, the evacuation of the sacraments, the commercialization of worship and the general chumminess with which we all approach God in our own churches. These are things that concern me greatly.

UPDATE: The ad has been pulled from both YouTube and the Doritos website, but you can watch a good portion of it in this clip from the Jan 5th, 2011 edition of The O’Reilly Factor. You can also watch a “behind the scenes” video of the Feed Your Flock commercial here.