I visited my college roommate up in Vail over the weekend, and we went to the Teva Games (sponsored by what was originally the footwear company). I picked up their soundtrack CD, and it had the phrase "Live Better Stories" on it. Turns out it's their tagline.
I was startled by this, since I live in the Christian realm, and I thought it was people like Walter Brueggemann and N. T. Wright theologizing about story and Don Miller bringing it to an intensely practical application. In some ways, I subconsciously thought "story" was an "Emergent theology."
So what's up with Teva? Why are they so enamored with story? I think they are tapping into a rich craving that people have, which some Christians have been working with. So it's not just religious groups talking about living better stories.
Shane Hipps, author of Flickering Pixels, was an ad executive who handled the BMW account. He decided to bail when he realized that having the power to make a grown man cry using a BMW commercial wasn't all it was cracked up to be. But somehow, Teva has produced a profoundly religious—actually, profoundly human—video without Christian overtones. And it made me cry.
It's so beautiful to encourage people to be fully alive. I would protest that the activities in the video aren't the only way to be alive, but they are still a very important avenue. And for those of us Christians who are into creational living, we have a touchpoint here.
Live Better Stories.
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