If a mini-van can have “swagger,” why can’t the church?

I needed a mental break yesterday afternoon, and I ended up watching the viral videos segment on CNN.com.  Among the videos, they highlighted the "Minivan Rap Song."  Now, some of you may remember the Toyota commercial with the mom and dad talking how cool they were with the "Swagger wagon" (aka a Toyota Sienna mini-van) that played during the Super Bowl.  Well…they are back.

Toyota has done an ingenious job at turning this "slice of life" advertising into a compelling story that engages people (even if they don't want a mini-van).  While to some of us, this feels a little over the top, the brand folks at Toyota reinforce people who are considering buying a mini-van to reassure them that they are not "losing their cool."

To take it one step further, they created this longer-form music video…

The music video has already been viewed over 1.8 million times in its first week and when combined with the "take-offs", related videos and media outlets writing about the story, it has generated significant buzz without costing Toyota a whole ton of money.  (As a quick update, it now has over 8.3 million views in 8 months).

So…why was it so successful?

1. People can relate to it.  The campaign hits the main issue of a mini-van head on.  Many people fear a min-van just isn't cool, but many are willing to buy them for their kids benefit.  The campaign gives people permission to think it is cool to think that your mini-van is cool and if people aren't "dope" with that…tough on them.

2. The campaign doesn't take itself too seriously.  It has a little fun at its own expense.  A "swagger wagon?!"  What the heck is that?  You've got to be kidding right?  The ads (and especially the music video) poke a little fun at itself.  It lets you know it is going over the top a little and gives you permission to laugh along with them.  People love self-deprecating humor and this rolls with it.

3. It tells a personal story.  Much of marketing today is boring and flat.  In a world where we feel isolated and alone, this campaign draws us into a story about a couple with 2 kids that love their mini-van.  Saturn (may it rest in peace) did much of the same thing, and that is why people loved the brand.  It wasn't a car driving in a closed track.  It was about people living their lives and the brand helps them do that.

OK…SO WHAT?  Can my church have swagger?

Much of how people view the church is kind of like the traditional car commercials:  a slick ad on a closed track and then a used car dealer trying to sell me a "bill of goods" on the lot.  We show the perfect little couple, situation, etc. that tugs at a heart string or promises that everything will be "rainbows and unicorns" in our ads, and then we confront them with a "used car dealer" when they show up to church.

Stop it! Take a minute to evaluate how you are connecting with your audience…

1. Get real.  Authenticity is the new currency.  Keep it real and don't make promises you can't keep.  We do not worship a "Jackpot Jesus" where we insert our prayers and get everything we want.  Christianity should be a life of sacrifice to reconnect God to the world.

2. Bring some humor to it.  I know that the shortest version in the Bible is "Jesus wept" but I believe he did a whole lot of laughing while on the road with the disciples for 3 years.  Jesus spent a lot of time at a lot of parties.  God created the platypus.  If you don't think they have a sense of humor, I think you might be wrong.  SO…why do we have to be so serious when talking about God and our life with Him?

3. Tell Stories.  Jesus spoke in parables to pull people into the story and to learn the lessons he was trying to teach us.  Theological platitudes don't bring people to Christ, real stories do.  Do your church a favor and focus on telling stories…not jamming scripture down people's throat. (Scripture lacks authority and context in the view of the unbeliever, but is critical in the later parts of spiritual formation.) 

One good example (off the top of my head) is the "I am Second" website that tells stories in a very real way.  It is a campaign showing the challenges of having faith in God and keeping things in the right perspective.  Very compelling.  Very real.

What good examples have you found?

Before you get ready to burn me at the stake as a heretic…

Now…I know I am going to take some heat for this stance.  I have seen a lot of different posts talking about the reverence of God, how advertising defames scripture and that this approach "cheapens" what Jesus did for us.  I would disagree.

 I believe God calls us to be relevant to the community we serve.  As my wife sometimes says…"It is a sin to be boring" and she is a United Methodist pastor.  The use of parables shows us that God thinks it is completely OK to create relevant stories to draw people into finding out more.  The parable of the lost sheep, the lost coin and the prodigal son were very specific to the time period and the people Jesus was ministering to.  I think we need to take the same approach.

Some churches have taken a little heat for following this advice, had success and then been accused of "selling out."  I have a few simple words…STOP CHURCH ON CHURCH CRIME.  We are all on the same team.  Let God will bless it or diminish it.  It is not your job.  Maybe it is just a little jealousy instead.

Put a little "swagger" in your church marketing program…Jesus did.