Friday, July 20, 2007

FRIENDSHIP: A homily written and delivered by Fr Arnel Aquino SJ last June 9, 2007

Yes, this blogger is back! And with three catty entries in a row, one can just imagine how bitchiness has gone un-blogged and bottled up for the past two months. What's been keeping me so busy all this time? Writing marketing recos and managing office projects... musical-directing a major Hangad concert... and putting together June 9.

What's June 9? Well, it's a milestone whose blog entry is long overdue. A Mass... a dinner... family and friends... but rather than me describing it in detail, I'll still this acerbic tongue for a while, put on some reflective music, and transcribe the homily delivered by Fr Arnel Aquino SJ last June 9. One of the best gifts I could ever receive from anyone.


FRIENDSHIP

his evening, we celebrate in anticipation the great feast of the body and blood of Jesus Christ. But why is the gospel that of Luke's feeding of the five thousand, instead of the last supper according to John? Would it not have been so much more intimate if John were the one to speak to us about the Lord's body and blood, right on the last night with his friends? On a Thursday night, when he washed his disciples' feet? A night when he huddled close with those who meant his life to him, to break bread with them, in anticipation of his broken body the next day? A night in which he would finally symbolize, through a meal, his total, unrelenting self-outpouring to God and to his friends? But no! We're to deal with the feeding of the five thousand that takes place during the heat of the day, when there is aloft no ambient intimacy, when there are strangers everywhere sitting around and pressing against each other's social bubbles, when the bread doesn't even come from Jesus, and the wine, the wine that further warms company with friends, where is the wine?

But that this mass is a thanksgiving celebration for the friendship that we all enjoy makes Luke's gospel providential. The everyday-ness of our gospel for tonight, its apparent lack of flair and drama, has in fact vital things to teach us about friendship... real friendship.

First. Look at the crowd that hems Jesus in. Notice that as people set their eyes on the Lord and draw themselves nearer to him, they are in fact drawn ever nearer to each other. Now that is true of friendship as it is of marriage as it is of a religious or secular organization: that when we set our eyes first on the Lord, and approach the Lord together--the key word, together--we are very naturally drawn so much closer to each other.

Surely, we all pass through that stage when we tell each other under our breaths, "You and me against the world," and look at each other nose to bloody nose, googly and cross-eyed, hold hands, and walk through life sideways. And yet, where has that taken many of us? Friendships like that have mostly been weak and short-lived. But you look at our moms and dads, or titos and titas, or old partners who are still together after all these years... and you notice that they've long ceased looking at themselves. Rather, they've turned and look towards God, side by side. They've realized that there is a Much Greater than their own love for each other, and that is a God who loves them. When we set our eyes first on the Lord and approach him together--the key word, together--we are very naturally drawn so much closer to each other.

Secondly, when you look at the Lord's friendship with his disciples, you realize that their intimacy is deepened while they pour themselves out, body and blood, so to speak, in the service of the learger community. Yes, they spent their quiet times together. Yes, they got to gather 'round and tell each other of the deepest stirrings of their hearts. Yes, their intimacy grew out of unabashed self-disclosure. But the bonds of their love were seasoned and strengthened as they pour themselves out as friends to others who had need of them.

You know how it feels when you have choir practice, for example, and you notice that a pair of lovers among you is at a stand-off. And during an innocuous meeting, one of them speaks his mind, and the other argues, until they bicker about an innocuous matter. Then you realize, they're not arguing about the agenda! They're having a lover's quarrel! Nothing is more irking in a meeting than lovers who have private business to settle, yet have not gone beyond their relationship in order to spread the friendship to the larger community. To spread the luv.

Believe me, I speak from experience: our intimacy with the one we love is deepened while we put our friendship at the service of the larger community--when we look beyond ourselves and each other, and see that we can use our love to nourish others. Far along your relationships and friendships, you will realize that your ability to nourish each other eventually runs on empty when your community life--our life with other friends and family--fall ill. Because, my dear sisters and brothers, believe me, everything about us is eventually communitarian. "You and Me Against the World" is just a song. It doesn't promise a love that is long-lived for as long as that love keeps embracing only each other and keeps the community away. Because when family and friends are kept away from our strangle-hold embrace, someone finally comes and says, "Oh, get a room!" That's the signal that we've hugged each other too tightly.

Lastly, do you notice that Jesus never had a soulmate? I guess you could say that he was so single-minded about pouring himself out in the service of the many that he really didn't need one. Or, since he was never tainted with sin, I guess the total lack of selfishness that plagues sinners like us, might have given his very consciousness that fantastic latitude that you and I are yet to strive for in our lives.

But I tend to think that because he was human like ourselves, he must've carried around with him an emptiness, like we all do, an emptiness that he might sometimes have wished were filled. You know how empty you and I feel when we trust so completely and yet are cheated, when we forgive so painfully and yet are violated, when we love so deeply and yet are short-changed. You cannot say that our Lord's life wasn't anything like that--for he trusted yet was abandoned, forgave yet was convicted, loved yet was punished with the cruelest death of all. So in the heart of this Jesus must've been an emptiness hollowed out by God himself which nobody on earth can fill; no, not even a soulmate.

We carry in our hearts an emptiness hollowed out by God and can never be completely filled with anything or anyone earth-bound, not even by our soulmate if we have one. But hallowed be that emptiness because only God can make holy... hallowed... and only God can fill it.

We thank the Lord for you who have found their soul-mates, for that person is a gift from God. But for the rest of you who still wonder when you're gonna meet yours, let me tell you something to think about. Not all people have soul-mates. It is possible that one goes through his or her life not ever meeting a sfeyshal samwan whom one considers as half one's soul. And you know what, it is okay. It is okay. It is not abnormal, it is not irrecular, it is something you ought to consider yourself you should suffer over. It's been said, "We were all created as half souls... and we are to spend our life looking for the other half that completes us." Well, that's the fluff that Hollywood is made of. It sounds so true and heart-wrenching because it is a beautiful line... of a script. But it is not true.

That we were created half spirits might be true... but the other half has been given us from the very moment of our lives--our family is half our spirits, our friends make up half our souls, and all those that love us--they complete us.

So on this feast of the self-outpouring of Christ, we celebrate our being drawn closer to the Lord and therefore to each other. We celebrate the gift of many friends who have nourished our relationships by accepting us for what we are and for whom we love. Finally, we celebrate the emptiness that God hollowed out of our beings, which he in turn hallows, makes holy, with his Presence.

All this is what I think Luke teaches us about the feeding of the five-thousand on this feast of the body and blood of Christ: it is the feeding of five thousand friends by Jesus and his friends.

Thank you, Paulo and James, for bringing us together in this breaking of the bread.


The gold standard of advertising brilliance

Great advertising, marketeers say, communicates a relevant brand benefit to a clear target audience, in a manner this is clear, distinct, memorable, and compelling, such that the target audience makes a choice for that brand.

("Marketeers" -- I just hate that word. Ranks right up there with "monies" and "choiceful.")

Knorr used a colorful, catchy, happy music video to convince kids that eating vegetables isn't gross but fun, and in the process encourage moms to buy Knorr sinabawang gulay.

Enervon came up with a selling line and jingle that distinguished itself as the multivitamin that gave you more energy, para mas happy.

Dove staged a campaign for real beauty to strike a poignant chord, and subtly convince all women that with Dove, anyone can, and should be beautiful.

But every so often, there comes an ad that's just so earthshaking ("game-changing", as we "marketeers" like to say) -- just like this landmark ad along EDSA. It's not hard to imagine: marketeer briefs ad agency (and pays monies): "convince SEC A & B families that the Spider is their best choice for a second car."

And voila! The brief passes through the ad agency's brilliant creative minds, and they come up with...



In fairness to them, it's a material that's clear (no mistaking this message for anything else!); distinct (never seen anything like it!); memorable (it left such an impression that I can recite it in my sleep); has an unmistakeable target audience (unless you're blind); relevant (of course any A & B family would love a second car!); and... uhm... compelling?

Hahaha. I guess ensuring that a product actually delivers on a benefit is another story.

Thursday, July 19, 2007

Gods bless

A face has launched a thousand ships... a picture can paint a thousand words... and a t-shirt whose message and sentence construction really make you stop, and think, and realize you don't really know how the hell to react, can trigger a thousand catty little thoughts.

Hehehe. You can just imagine my excitement snapping a photo of this, and the many many many different captions that ran through my head as I planned the blog entry.
But then again, in fairness to her, you have to admire her idealism, and her courage to spread her message of hope to everyone who's fortunate to be standing behind her. I guess idealism, hope and courage come easily to those who've got a whole bunch of Gods smiling down upon them, and their t-shirts.

Reader participation encouraged! Everyone is welcome to submit their own captions for this snapshot of Miss Creative (it's home-made, go Pentel pen power!) and her "Who Are You Kidding" t-shirt. Submit now!


Monday, July 16, 2007

Kick me up

Last Saturday, the DJ's on RX 93.1 were excitedly encouraging people to message them through Yahoo Messenger. "Add us up! Chat us up!" they said over the air.

It wasn't the first time I'd heard these phrases being used. I'd seen them in the networking cum dating sites I visit for fun. "Add me up! Text me up! Chat me up!" write site members in their profiles.

I couldn't help but roll my eyes at the DJ's, the same way I roll my eyes at these online friend-hunters. I wonder if they realize that to "add them up" would mean to "derive their sum"... that "text me up" works just fine without the word "up"... and "chat me up" is incorrect from whatever angle you look at it?

Sigh. I really don't know where these would-be idioms sprung from, but it's uncanny that they came right on the heels of those crazy text phrases "kain na me" and "ok lang me." By my count, "kain na me" consumes more energy than "il eat na" (16 keystrokes vs 15); and "ok lang me", at 18 keystrokes, is almost thrice as exhausting as "m ok", which has just 7. Someone introduce me to the linguist who thought up these phrases.

Now, it's not as though taking liberties with the English language is exclusive to the jologs class, as my officemates would say. Because even in our office -- one of the world's most respected companies, supposedly hiring only the top students from top universities -- you have people who, as an officemate similarly frustrated with the state of English in the office said, "invent words to make up for their limited vocabularies."

"Choiceful" is one of my office favorites. Going by the principle of root word and suffix, it should mean, "with plenty of choice." But in the office subculture, it means "selective." As in, "let's be choiceful about which project to invest in."

Roll my eyes. I've never been able to figure out why they can't just say "selective."

Strangely, I had also heard "choiceful" from my boss in my former company, who had come from another globally respected company. Hmm. Does global market share give companies the license to fool with the English language?

Well, at least I no longer hear "monies." As in, "We can't put out this advertisment because we don't have any more monies." Yes, hah, as in plural for "money"! It took a supreme effort to supress a laugh the first time I'd heard "monies" used in a meeting. To think, that's one of the things they tell you in every year of grade school: money is like sheep, you don't need to change the spelling to make it plural.

To many, English is a status symbol -- the better yours is, the higher your rung on the social ladder. Interestingly enough, the jologs guy desparately looking for a date, and the marketing director in his global company, aren't that far apart English-wise. I guess the jologs guy better just be choiceful about how to spend his monies... and the marketing director can just text up his general manager.