Since Jim Smyrl decided to declare the new FBC Dallas branding commercial as "blasphemous self-promotion" last week, perhaps we should compare the very latest commercial spots of Jim's church, FBC Jacksonville, with the commercial he has labeled as "blasphemous self promotion". View them both below in their entirety.
Neither of the commercials is "blasphemous", as in their total neither commercial involves humans declaring themselves to be God. In typical Brunson fashion, Jim Smyrl did pull out a few select quotes from the FBC Dallas commercial to make it seem blasphemous, but the commercial is merely defining the church's history and purpose and mission in downtown Dallas. A mention of "Christ" is made. Shame on Jim for mis-characterizing it. The commercial doesn't glorify the pastor, his wife, his family...it is Christ-honoring. As far as "self promoting" - Jim must agree that the only "self promoting" that is going on in either commercial is that of the promotion of Mac and Deb.
Now the FBC Jax commercial: its all about Mac and Deb - not about Christ, not about even FBC Jax. The message: why, Mac and Deb are just like you, they have the same struggles as anyone does. This is an attempt once again for Mac to use his position to elevate his family. He wants everyone to see and hear his wife. The next commercial will undoubtedly feature Mac, Deb, and Trey, and we can give Trey a speaking part to vouch for the greatness of his dad. Deb and Mac are the draw to our church? We pay for commercials for Mac to tell Jacksonville how "normal" he is? No mention of Christ, no mention of the Bible...they declare their doors open.
FBC Jacksonville is still a great church...but its greatness, its draw is NOT the normalcy of Mac and Debbie Brunson, or their open doors - it is great because of what the church stands for: Jesus, the Bible...and the thousands of humble, loving Christians that love Christ and minister to people. People who don't serve for a salary and to build a brand, but laypeople who serve out of love for this city and its people. Its great not because of Mac and Deb, but in spite of them.
Whenever Mac showcases a ministry that his church is involved in, he likes to tell his church: "When you give your tithes and offerings to our church, you're helping to support this ministry." Well, FBC Jax, a portion of every dollar you give to Mac helps to pay for commercials like this featuring he and his family. Wise expenditure of funds? Dig deep - there's more to come.
First Baptist Dallas Brand Manifesto from First Dallas on Vimeo.