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The Visitation, Jesus MAFA, Cameroon, 1973 |
Luke 1:46b-55
Upside Down World
James Sledge December 13, 2020 – Advent 2
Many years ago, in the early 1960s, a small, rental car company begin to run what many consider the best advertising campaign of all time. Some of you no doubt remember this campaign from what was then called Avis Rent-A-Car. In various print and television ads, Avis proudly announced, “We’re number 2. We try harder.” The idea was that because they were number 2 behind Hertz, they had to work harder for your business.
The campaign was a huge success, and Avis just retired the “We Try Harder” slogan in 2012. At the time the ad campaign premiered, Hertz controlled the vast majority of the car rental business, around three quarters of it. Way back in Hertz’s dust were a group of smaller companies fighting over the remaining twenty five percent. But by the late 1960s, Avis was challenging Hertz for number one.
In in one of the first ever commercials to make a virtue out of being the little guy, Avis was very successful in convincing people that they would get better service from an upstart. But “We Try Harder” wasn’t the only message Avis was selling in their ads, even though it was the only clearly stated one. The claim, “We’re number 2” appeared to be a simple statement of fact, but in reality Avis may not have been number 2 at all, It was one of several bottom feeders fighting for the crumbs left by Hertz, but the ad campaign convinced everyone that they were Hertz’s rival. It changed people’s perception of things.
You may wonder what this has to do with Mary’s song. The Magnificat isn’t advertising. It does, however, make a number of bold claims. God is about to turn the world upside down, scattering the proud, bringing down the powerful and lifting up the lowly, filling the hungry with good things while sending the rich away empty. But perhaps unnoticed by us, our attention focused on Mary’s words, Luke’s story of Jesus’ birth speaks of a world already turned upside down.