I recently saw a commercial on TV that was revealing of the shrewdness of the present, consumerist culture, and its underlying claim to a non-Christian morality and ethic. A young boy and his father were shown in their family’s bathroom, changing a light bulb. The father took out the older-style bulb and replaced it with a newer, energy-efficient, florescent bulb.
“An energy efficient florescent bulb, three dollars,” the boy’s voice said.
The next scene showed the boy drinking a glass of water from the tap, his father watching. “A plastic, reusable drinking glass, two dollars,” said the boy.
Next they were in the hardware store being some other reusable, environmentally friendly item. Perhaps a water-saving adjunct? Again the boy quoted the item and its price.
Then, the camera zoomed in on the faces of the little boy and his father, smiling at one another.
“Making your father a better man, priceless.”
What?! Using economically responsible light bulbs, not using throw-away drinking cups, using cloth lunch sacks to save our forests, okay. Those things are good for the earth, smart decisions for those who take seriously the divine will that we humans dutifully care for the world, and leave it in better shape for our grandchildren. But “making my father a better man”?!
It seems that American industry has tapped into the environmental ethic and begun to elevate it to the status of family religion. Morality expressed in environmentalism. Treat the earth well, don’t burn up too much carbon fuel, and you’re a “better man.” Drive a pickup or a van, and you’re a profligate, a user, a morally questionable man—a worse man, I guess. Use a plain, old-fashioned light bulb, and you’re probably setting a bad example for your children. (Who, according to the makers of this commercial, are in a position of teaching proper, moral behavior to their folks.)
Did I mention the product that this commercial was selling? MasterCard, the folks who brought usurious interest rates, hidden fees and penalties, and mailboxes stuffed with their “pre-approved” credit lines offered on an almost daily basis to college freshman and to those who have recently claimed bankruptcy. What does MasterCard have to gain by the fathers of our land going eco-friendly? Nothing. Nothing, that is, until those Dad’s use their plastic to purchase re-usable sacks and long-life florescent bulbs. Tapping into our love of our families, our desires to be good parents and role models, and the legitimate commitment to graciously care for and preserve creation, the guys in suits have figured out yet another way to get their hands into our pockets. Brother, whenever Madison Avenue decides to weigh-in on how to make you a “better man,” keep your hand on your wallet.

