Last weekend, Super Bowl advertisers paid $7 million for a 30-second spot with the hope of making their brands and slogans memorable to millions of viewers. It made me think of famous commercial slogans and how they could be interpreted through the middot (soul traits) of Mussar (Jewish ethics).
Can you hear me now? Verizon
Middah: Rachamim (compassion)
“The soul trait of compassion may be more accurately defined as the inner experience of touching another being so closely that you no longer perceive the other as separate from you.” Alan Morinis, Everyday Holiness
You’re In Good Hands. Allstate
Middah: Emunah (faith)
“The body needs air. What is the air of the soul? Faith.” Rabbi Eliyahu Lopian
What happens here, stays here. Las Vegas
Middah: Bitachon (trust)
“You shall not go about as a talebearer among your people.” Leviticus
Since we’re neighbors, let’s be friends. Safeway
Middah: Chesed (loving-kindness)
“As it is written, ‘be loving to your neighbor (as one) like yourself,’ therefore one must sing his praises, and show concern for his financial well-being, as he would be for his own well-being and as he would for his honor.” Maimonides
Open Happiness. Coca Cola
Middah: Simcha (joy)
"The appointed seasons were given to Israel for no other purpose than for them to enjoy themselves. The Holy One said: If you enjoy yourselves [this year], you will do so again the following year, as is said, when thou keepest this ordinance in its season, then from year to year: - you will be given the opportunity to do so from year to year." Tanhuma, B'reishit 4
Because You’re Worth It. L’Oreal
Middah: Kavod (honor)
“Giving Kavod is a creative act. Ideally it flows from a recognition of the holiness of the other…Each person’s soul is different. What might seem like Kavod to one person may be insulting to another…The more we refine our own souls and know our own value, the easier it becomes for us to value the other.” Rabbi David Jaffe
Just do it. Nike.
Middot: Zerizut (enthusiasm) and achrayut (responsibility)
“You are not obligated to complete the task, but neither are you free to desist from it.” (Pirkei Avot 2:21)
My conclusion: Soul growth…priceless. (Credit to the old Mastercard commercial)