“Celebrity” Endorsement

Scripture Reading: Zech. 2:10-13; 2 Corinth. 6:16-7:1; Lk. 1:39-56
Ընթերցուածքներ՝ Զաք. Բ 10-13; Բ Կորնց. Զ 16- Է 1; Ղուկ. Ա 39-56

In the Name of the Father, Son, and Holy Spirit, Amen!

As the summer season ends, our children go back to school, vacationers return, Church festivals come to a close and we once again return to fall sports season. Whether it’s watching the Bears, the Cubs, the Sox, the Hawks, the Bulls or even the Packers and Brewers, sporting events are coming back and with those events come commercials. A study shows that since 2023, more than 40% of commercials shown during sporting events especially the Superbowl, featured multiple celebrities, six times more than 2010. Celebrity endorsements help advertisers get brand recognition which helps them make a profit. And we as the consumers of such products, even if we don’t watch sports, we feel a sense of connection and assurance when a celebrity or well-known person, endorses or affirms to us that they use the same product we use.

This is a natural human desire, wanting to belong and to be part of a group, an ideal, or a family. Especially since 2020, when all of us were forced to live isolated and separate from one another due to the pandemic, a sense of belonging is something we all struggle with. And when someone shares our values, our ideals and even the everyday things that we might use, we feel connected to them. Therefore, ultimately when celebrities or other well-known members of society endorse certain things, they serve as role models. The life they live, is made better by the products they use and the decisions they make serve as an example for us that if we likewise want to live well, and we want to be part of that group then we need to do as they do, use as they use. Yet, this is a serious problem for us Christian’s, especially when majority of celebrities today live ungodly, immoral and sinful lives. Often, what they show on social media and TV, even their endorsement of products is a lie. For example, Jennifer Lopez was caught lying about not using Botox and only using, her “magic glow in a bottle” serum. Or in 2013, the singer Alicia Keys was named BlackBerry’s brand ambassador but was caught tweeting from an iPhone.

While these examples are not dire or immoral, they do pose a question to us who claim to be followers of Christ, who either publicly or within our communities say “we believe in God.” Through the life we live, through the products we use or celebrities we follow, what kind of endorsement and example are we to others? As Christian’s we are called to be discerning and to think about how we live our lives, who we listen to and who serves as an example to us, yet how often do we pay attention? St. Paul in 2 Corinthians asks, “And what agreement has the temple of God with idols? For you are the temple of the living God.” Meaning how do we Christians (in whom God dwells) how do we remedy the choices we make and lifestyles we have which may fall in line with pagans or unbelievers. How are we different as believers then others?

This entire week, the Armenian Church has been celebrating the Holy Virgin Mary. In today’s Gospel we read of the account of her visitation to her cousin St. Elizabeth. In her words to St. Elizabeth, St. Mary poetically describes of how for her and through her God has done great things. (vv. 49-51…) “For He who is mighty has done great things for me, and holy is His name. And His mercy is on those who fear Him from generation to generation. He has shown strength with His arm; He has scattered the proud in the imagination of their hearts.” St. Mary is beloved by the Church because of her humble example of faithfulness. In the same way all our saints, which we are surrounded with, they in their human frailty, in their difficulties, through their trials and life an endorsement, an example of faithfulness to God in this life.

The Spirit of the Lord that is upon Mary and all the saints, God that dwells in the temple is the same God, Father, Son and Holy Spirit that dwells in us and the same mission, or witnessing that is asked of our saints is asked of us. If we do not live our life faithfully, if we misrepresent and mix-up disbelief, paganism, idolatry, hedonism, pride, lust, anger, arrogance, egotism, hatred, bigotry, etc. with our “christian life” then like those celebrities who lie about what product they use, what kind of example of Christianity are we?

My dears our faithfulness is seen in our attitudes, our behavior and choices which impact not just our life but the world around us. In the same way, a stone thrown into the water causes a rippling effect, our choices reach far beyond us. For which St. Peter writes (1 Peter 4:5-10) “Therefore be alert and of sober mind so that you may pray. Above all, love each other deeply, because love covers over a multitude of sins. Offer hospitality to one another without grumbling. Each of you should use whatever gift you have received to serve others, as faithful stewards of God’s grace in its various forms.” This love and hospitality is a reflection of Christ’s sacrificial love on the Cross. An example, which provides healing and unity within all relationships in this world. 

Therefore, unlike those celebrities who are asked to publicly make statements and are even encouraged to lie about what products they use, as children of God, as Christians, God asks not for perfection but faithfulness through humility, love in meekness, lived in the simple ways. And we have countless saints to learn from: St. Thérèse of Lisieux, a Carmelite Nun known as, “Little Way,” showed that sanctity is achieved not through extraordinary deeds but through simple, hidden acts of love. Being generous and kind in daily monastic chores; picking up garbage, tending to the gardens, finding time to share with others in prayer and silence even though she was suffering with a grave illness. St. Moses that Black who was a criminal and suspected murder. After hiding away among a group of monks in the desert, whose peaceful and compassionate example of life profoundly impressed him, he chose to change his ways, joined the monastic community, dedicating himself to penance and prayer. Sts. Joachim and Anne, the parents of St. Mary whom we only know about through the traditions of the Church, were barren and poor. Yet, in their faithfulness, prayerfulness and patience, God not only blessed them with a daughter but with the privilege of being the maternal grandparents of Jesus. What about the woman and men my dears, from our families, who walked exiled through the deserts, who though their names may be long forgotten, their lives served as the very foundation stone for us to live our faith, our language, our culture today in a foreign land.

None of these saintly examples are on sports commercials, they don’t do product endorsements, and yet, we have so much to learn from them. We may not be on commercials, and the advertising companies may not ask for our endorsements during sporting events yet, the world does watch us, what does it learn from us? How we wake up, how we dress for our day, how we eat, how we throw away the garbage, drive our car, how we watch those sporting events, or how we spend time with friends and family, even how we pray. These simple tasks ripple through the fabric of God’s creation as an example of His love. A love that heals, that strengthens, that brings life to the suffering and hope to the lost. A love that does not devalue us because of our scars but transforms our scars into stories of a future in hope despite our past.

My dear brothers and sisters, regardless of what celebrities endorse what products on commercials, let us ask of ourselves, when the world is watching us, what kind of endorsement, and ambassador are we of Christ our Lord. If we want to feel belonging to those we look up to, how does the life we live create a desire in others to want to belong to our Church and community? Yes, school is starting, and the summer festivities are over. Therefore, let us pray for wisdom, discernment and mercy; may God our Father in Heaven guide our hearts and minds, to live as Christ lived, to let go of our sinfulness and with open and empty hands lift one another up. May the Holy Spirit direct our ways in times of uncertainty in the daily simple ways we live. And through the intercessions of St. Mary, and all our beloved saints, let us learn by their example of humble faithfulness, of compassion and hope. So together as one body, one family, one Church, we will glorify our Father, the Son and Holy Spirit through the life we live, Amen!