The video above is a Honey Maid Graham Cracker commercial that features a pro-gay marriage message. I guess I missed this one when it came out last April, so it is entirely possible that many of you have already seen it. In many ways, it is unremarkable. Those of us who hold to natural marriage are in the minority in this country. It was always only a matter of time before mainstream advertisements began to reflect the opinions of the majority. There’s nothing new about that. It would be unrealistic to expect anything less. Still, there are a number of items worth reflecting on in connection with this ad.
1. The ad is fundamentally untrue. It doesn’t matter how many times the ad connects the word “wholesome” with the image of a handsome gay couple. It doesn’t matter how much public opinion has shifted in favor of this view. The good, the right, and the true do not have their basis in pinterest-worthy images, in opinion polls, or in shifting public opinion. God defines the good, the right, and the true, and God has made clear His views on the matter. God has sanctified marriage—the covenant union of one man and one woman—as the one and only context for wholesome sex. Every other “sexual” bond outside of the covenant of marriage is sinful. To tell people otherwise is not loving, shuts them off from the gospel, and does not advance their best interest.
“Woe to those who call evil good and good evil, who put darkness for light and light for darkness, who put bitter for sweet and sweet for bitter.” -Isaiah 5:20
2. The ad is making a fundamentally moral claim. Its implication is a redefinition of marriage centered upon love between consenting adults. When two people love each other—no matter what their sex—that love ought to be celebrated. Those who refuse to celebrate are in a state of moral regression and are being unloving. In other words, the pretty pictures and the declaration of “wholesome” are meant to isolate and marginalize those who refuse to see gay relationships as attractive and wholesome. In that context, to say what human civilization has always said about marriage will be treated as backward and intolerant. It will be treated as beyond the pale of what is allowable in the public square. And so in a variety of ways, majoritarian “tolerance” will become singularly intolerant of those who won’t go along with the new moral regime. That is why it will become more and more difficult for Christians to express disagreement with messages like this one. Such disagreement will be costly. For some, it has already proven to be costly.
“This I command you, that you love one another. If the world hates you, you know that it has hated Me before it hated you. If you were of the world, the world would love its own; but because you are not of the world, but I chose you out of the world, therefore the world hates you.” -John 15:17-19
3. The ad challenges Christians to think biblically about what “love” means. A follow-up video from Honey Maid makes much of the fact that most of their feedback on the ad has been positive. In essence, it says that “love” requires one to endorse gay unions. Christians need to realize that loving our gay neighbors cannot—indeed must not—involve lying to them about God’s truth. The apostle Paul teaches us that love always rejoices in the truth (1 Cor. 13:6). It refuses to shrink back from the confrontation that the truth sometimes brings.
Ads like this one are becoming a dime a dozen. We need not comment on all of them. But we should think about what God would have us to do in light of the new situation we find ourselves in. Our calling is really very simple. We must love God and love others—even when it’s difficult.