Hyundai Goes too Far?

It begins with the Agnus Dei – what they are chanting here is “Lamb of God, who takes away the sin of the world, have mercy on us.”

A most excellent prayer.

It is unfortunate that such a prayer is lost in the mess of images, here:

Every Catholic blogger I know is getting emails about this. Lots of really angry people out there who feel like the ad goes too far.

One blogger emailed me saying, “I wanted to shrug it off as dumb until I saw the pizza-as-communion shot.”

I can understand why Catholics are getting fed up with what feels like a constant media onslaught (more on Lady Gaga, later) but I am not so sure I want to be offended, yet.

The pizza is so obviously NOT the Blessed Sacrament that the shot just struck me as a lame contrivance. Had they used Hosts in the shape of soccer balls, I would have taken much more offense. For the rest? They’re just things. Stained glass is stained glass. In thurible is just a thurible.

Did Hyundai go too far? One could argue that they are making fun of fans who treat their sports like religion, and most of this is pure silliness.

But–and this is important–they did not begin their commercial with a chant of pure gibberish, or even a Latin version of “we are fanatical about soccer”; they used a real prayer, a real supplication that has its rooted in scripture and steeped in the mystery of the Blood of Christ.

I want to say yes, that is the step too far.

But then again, I know so well that the Holy Spirit uses the most confounding avenues and tools to accomplish the will of God. For better or worse, some hapless admen who thought themselves too-clever-by-half, have unleashed over the air this most powerful prayer: Lamb of God, who takes away the sin of the world, have mercy on us.

The Holy Spirit moves on the breath and over the air.

And we know we are in a ferocious battle with the “prince” of the air.

The commercial may have gone too far, but the prayer has been unleashed, and will go even further. It will not return to God void.

The Holy Spirit sees what we do not, moves in ways mysterious. Since we do not always understand and do not have all the answers, I say calm the heaving breasts and save your breath for your porridge…or better yet, for your own prayers.

Embrace the exile. That’s what I do.