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The music was appropriately dramatic: bass strings, heavy and resonant, with a mezzo-forte attack and building to fortissimo from there. Then, against a stark black background, a promotional slogan appeared in bold white capitals. It grew, filling the screen's full width: PERHAPS THE BEST OUTREACH OPPORTUNITY IN 2,000 YEARS.

I was watching a video to promote the release of Mel Gibson's film, The Passion of The Christ. One expects hype at such moments, but this slogan made me wince. It defines, I think, a frontier between two worlds.

In one world, modern American Christians can be trusted to bounce and bound like golden retrievers from one silver-bullet "outreach opportunity" to the next—seeking single source shortcuts to complete our mission, which we hope to finish as soon as possible, I guess so we can all get to heaven so the world and its troubles are left behind™. Maybe it's a boxed set of books and videos, mass rallies, radio/TV/satellites, the Internet, PowerPoint, or seeker services. Or else it's adult contemporary praise music, electing Republicans, or a new booklet or tract. Maybe it's candles! Or a new model (take your pick from traditional-modern, contemporary-modern, or postmodern-modern) for "doing church." Or a new film.

In the other world—which many of us are calling the emerging culture (post-Enlightenment, post-Christendom, post-colonial, etc.)—we are watched with amusement, pity, cynicism. There they go again, emerging culture people say about us, unimpressed.

After enough hype-induced disappointments to abash even ever-optimistic American evangelicals—after being drained and perhaps even disillusioned by enough campaigns and programs that didn't deliver what they promised—will we be ready to do what we find it oh so painful and hard to do? To slow down and think deep?

For example, we might wonder why slogans like The Passion's appeal to us.

Emerging culture people are, no doubt, as sensitive as anyone else to dramatic, multisensory, rational-plus-emotional presentations. Special effects can impress them. But they're also suspicious of the whole business. They're looking for something that can't be "produced" but which can only be created: Authenticity. Reality. Honesty. Fruit.

That last word, of course, has special resonances to the teachings of Jesus and the apostles. Think of the difference between produce (like fruit) and products (like films, radio broadcasts, boxed programs, etc.). Think of something that must be the organic outgrowth of genuine health and vitality versus something that can be produced with money and technical savvy.

Jesus didn't say it was by our clever outlines, memorable mnemonics, snazzy programs, and special effects that we would be known as his disciples, or that he would be known as sent from God. Rather, he said, it was by our love that we and he would be known, and by our fruit: our good works that shine in darkness and inspire all to glorify God.

No doubt, Mel G's film will be powerful and will help many—millions, I hope—for it is a sincere labor of love about the ultimate labor of love. But it's not the greatest outreach opportunity in 2,000 years, at least, not for the emerging culture. I'll tell you what is.

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