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JMPC Sunshine 9.20.2020

In 1956 the Timex watch company started an advertisement campaign for its wristwatch featuring John Cameron Swayze. Swayze, a former NBC news anchor, was the spokesman for a series of live, dramatic spots that put Timex watches to the torture test. The watches were attached to paint mixers, jackhammers, washing machines, dishwashers, water skiers, outboard motor propellors, the fist of a man who performed an 87-foot dive off of the La Quebrada Cliffs in Acapulco, Mexico. Timex watches were frozen in an ice cube tray, spun in a vacuum cleaner, placed on the leg of a race horse, attached to ice skater’s boot above the blade, tossed over the Grand Coulee Dam, attached to an archer’s arrow tip that was shot through a pane of glass, attached to the blade of an outboard motor, strapped to a tackle line and cast off a deep-sea fishing boat, attached to the pontoon of a plane that landed on water in Hawaii, and swallowed by a farmer’s cow in Texas. And after every test, with Swayze setting up the action and reporting on the results, Swayze would retrieve the watch after the test and show it close up, or the camera would otherwise zoom in on the watch after its torture so viewers could see the sweep hand moving over the watch face. Swayze at that point would typically add something like: “Incredibly, the watch is still working after taking that pounding — Timex takes a licking and keeps on ticking.” One of the best lines in all of advertising! “It takes a licking and keeps on ticking!” That is resilience! Standing up to adversity – only to keep on ticking! In 2020, it seems we are being tested like those Timex watches. We are taking a beating! Pandemic. Politics. Protests. A trifecta of adversity that is pounding on us. We are taking a licking! How do we keep on ticking? Does our Christian faith help? You bet! You can hear about it this Sunday, September 20 at 10 AM on Facebook Live when Pastor Jeff preaches “Take a Licking and Keep on Ticking!”

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