• “God swipes right” – a sermon for Lent 4, 2026

    In the name of the Father and of the Son and of the Holy Spirit. Amen.

    From time to time, every couple of years or so, someone decides that it is a truth universally acknowledged that a single man in possession of a good cathedral, must be in want of a man.

    Now, I am not in principle opposed to this idea. Though the practicalities of making such a thing happen have always eluded me.

    “Ah” they say with some enthusiasm, “what apps are you on?” And they proceed to list a bewildering number of apps that I could download onto my phone in order to seal the deal.

    I am not on any apps, I explain. I’ve never been convinced that they would work for me.

    “Oh no!” they cry, “you need to be on an app. That’s how it works for everyone these days, even people like you.”

    Reader, I have never been brave enough to enquire what, “people like you” actually means.

    But we go through the whole pantomime again. They show me some app on their phone and get me to download one to mine. “Put a smile on your face” they say as they take my picture. A few dozen intrusive questions later and lo and behold, it is serving me up other people’s profiles.

    And I look. And I am encouraged to swipe. Right for any possibles. Left for any impossibles.

    And it tends to be left, left, left, left. And then I get fed up and very quickly delete the app and proclaim this will never work for me.

    I heard an interesting statistic recently – it was that someone had measured one of the apps and the

    average time that people took to reject someone was 3.2 seconds. On the other hand, if they were interested in someone they tended to linger for about two and a half minutes thinking about it before swiping right.

    Let us turn our thoughts to our first reading this morning. Where we find the Lord our God in an interesting mood.

    Saul the king has died. In the end, the project of making him the King of Israel hadn’t ended well. Samuel the prophet grieves the way it all ended, no doubt carrying the despair of the people with him.

    Come on says the Lord. Put a smile on your face and let’s be going. You need to find a new man. A new man to anoint as King. And off they go to the home of Jesse the Bethlehemite to assess the possibilities.

    And I’ve always thought that this passage is one of those in the bible that has inherent comedy written right into it. The whole process is genuinely funny.

    Along comes the first candidate. He’s a maybe thinks Samuel but the Lord has better ideas. No, swipe left on that one he says. He’s not the one.

    We’re looking for someone who is lovely on the inside remember, not just someone who looks good.

    And along comes another son. No, says the Lord. I don’t fancy this one’s chances. And tells to swipe left and dismiss him.

    And so it goes on. One after another, a parade of possibilities. But none cut the mustard.

    But there’s just one left. The youngest. Who just happens to be ruddy and handsome and has beautiful eyes.

    Hey ho, says the Lord and lingers, I’m sure of it for 2.5 minutes before telling Samuel that this one, this must be the one. And the choice is made.

    What are the qualities that we look for in someone, either as a partner or as a leader.

    It seems to me that that question of what we are looking for in our leaders is central to a series of overlapping crises that beset our modern life.

    For what it is worth, I think we are capable of getting into incredible muddles when trying to choose religious leaders. But the kind of person and the kind of leadership we want in our common political life is simply something we no longer agree on.

    I want someone with integrity, who tells the truth and who looks out for those who need to be looked out for. I want leaders who hear the call of peace more clearly than the siren voices who cry out for war and vengeance. I want those who govern and guide to be wise, knowledgeable and in it for the common good and not individual gain.

    In both politics and religion I have met many such people. But I have come to the reluctant conclusion that those values are less shared universally than they have ever been in my lifetime.

    And this is partly what has led us into a world where oligarchs and autocrats (religious and secular) hold sway. And war seems an inevitable consequence of broken systems and human greed.

    As it happens, I am not a pacifist. I think that some things are worth fighting for. However, it is probably worth saying publicly that the most prominent war we hear of in these days seems to have neither legal basis nor any moral justification. It is war for war’s sake. A tool of chaos where no-one knows the long term consequences.

    Those of us who life in democracies who wish for something different have much to think about and much of it will bring us no comfort.

    Peace, it seems, must be built.

    Decency must be argued for and cannot be assumed.

    And I want leaders who talk about the wellbeing of all rather than the enrichment of the few.

    I come to those views from a religious perspective. But I think I have common cause with many others.

    My faith gives me hope in a time where hope seems scarce.

    My faith gives me hope because my conviction is very deep that God cares not only for the few, nor even for the many but for all.

    Notwithstanding the comic story that we read of God (through a strangely confident Samuel) rejecting one person after another until he got to the most handsome one… notwithstanding the exitance of that story. I believe without any doubt at all that everyone is included in the love of God, everyone deserves the

    peace of God and everyone should expect nothing less than all the blessings of God.

    For God swipes right on everyone. God choses each of us.

    Whatever our profile looks like.

    In the name of the Father and of the Son and of the Holy Spirit. Amen.

10 responses to “Advertise, advertise, advertise!”

  1. Matt Hanson Avatar

    Good writing. Keep up the good work. I just added your RSS feed my Google News Reader..

    Matt Hanson

  2. Eamonn Avatar
    Eamonn

    How naff can you get? It was worth listening to a professional advertiser’s comments on the Lichfield advert on the Sunday programme on Radio 4.

  3. Gavin Drake Avatar

    Adverts that make people in the church feel comfortable are likely to be completely irrelevant to people outside the church. As the instigator and creator of the Lichfield football adverts campaign I stand by them – they did what we wanted them to do. We had a target and we achieved that target. The professional advertising chap on Radio Four was anti the adverts; but he was also anti the entire Christian message as a self-proclaimed militant atheist. His best effort? “Life” – which is a campaign he created for the Billy Graham missions 20 years ago. Hardly creative (now, 20 years on) nor fresh. His message was that the church should get rid of Jesus, God and all the “after life” stuff and concentrate on making people feel good now.

    One final thought, in this blog entry aren’t you demonstrating the Christian Christmas grumpetyness which you appear to be criticising in others?

  4. kelvin Avatar

    Thanks for your comments Gavin.

    You are quite right about my grumpityness though I was not particularly being critical of it in others. Indeed, being able to rely on other people’s grumpityness is one of the things which has ensured a lot of exposure for the CAN ads, for example, the Bad Hair Day campaign and the Meek, Mild As If one. It was the (mock?) outrage of the christian community that got those ads talked about.

    I’m a fan of what the CAN do, which I perhaps did not make clear in the above blog entry.

    I’d be interested to know what the target was and how achieving it was measured.

    I have to confess to feeling embarrassed by the Lichfield ad but then of course, it was not aimed at me.

    I also commented about past CAN campaigns here and here.

  5. Kennedy Avatar
    Kennedy

    Having listened to the CAN adverts, I am left asking what the message was and who was the target audience? If the intention was to familiarise the audience with the characters and motifs from the Christmas story then OK, but there is more that could be said in the time.

    You’ll permit me a small plug for the stuff that GRF produce.

    Have a listen:

    http://smallvoice.org.uk/wp-content/uploads/2008/09/01-ms-christianity.mp3

    Yes, this uses the style of the M&S ads but I think that it communicates something about the Christian message and in a form that a non-church person could relate to.

    The judges at the Jerusalem Awards seemed to like it as they awarded it the premier award in the ‘Shorts’ category at their awards ceremony last week.

    If you are looking for creative audio to use in churches or schools then have a look at http://www.audiopot.org.

    Kennedy

  6. kelvin Avatar

    Thanks Kennedy. I like the M and S Ad. Very clever. I always like hearing Albatross (the music underneath) because it reminds me of someone I knew a long time ago who used to play it (on large pipe organs) during communion.

    One of the drawbacks of the ads that I was speaking about above is that they all depend on knowing the Christian story. That is perhaps legitimate in a Back to Church Sunday as it is presumably aimed at folk who have gone away knowing something or other.

    The line about the penalty does kind of imply that substitutionary atonement is what we believe though.

    The Lichfield ad certainly got a lot of coverage and if that was the intention, it succeeded.

  7. Elizabeth Avatar
    Elizabeth

    I must admit I found the racing advert amusing. The football ones leave me cold. Aside from issue about inclusivity and dubious theology, I think living in Glasgow has made me very wary of any connection between religion and football.

  8. Coxy Avatar

    I think that the football one is excellent, as does my wife (and she can’t tell the difference between Liverpool and Arsenal – I guess they do both play in red though!). How is it not inclusive of men and women? As I see it there is good build up play from Mary and Joseph before Jesus scores…

  9. kelvin Avatar

    Hi Nick

    I’ve just rescued your comment from a spam filter – don’t know why it got swallowed.

    At St Mary’s we tend to avoid language like “men” where what is really meant is men and women, “mankind” when what is meant really is humanity etc

    This affects things like the language we use for hymns.

    We’d never sing, “Brothers, this Lord Jesus, shall return again” for example. In a mixed crowd it just seems rude.

    There is an ongoing degate about how far to go with this policy but by and large, language inclusive of men and women is the norm at St Mary’s and exclusive language tends to jar and be distractive when you’ve got used to more inclusive language in church. Thus the ad is something we couldn’t use because of the use of the word “man” meaning something other than just men.

  10. ryan Avatar
    ryan

    The term “banter”, as featured in the ad, should also be used by no-one anyway (and only partly because of Chewing the Fat). O the amount of people that have endured abuse and had it expained away as “just banter”.

    Wondering if “male” ads like this are ok if one also does female-centered advertising, or if the whole idea is hoary sexism. St.Silas does a Women 4 Women thing which I believe is popular. No Men 4 Men though.

    Hope I’m immune from the st.silasite ensnaring spam filter
    ;-).

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