This essay, “Hope in a Jar,” asks, Why would a brand see theological language as rich ground for advertising? Perhaps because theology and advertising share the same root: desire. Theology is mediated to us through our everyday encounters with consumer products. The theological is right there in the everyday, staring at us in the labels on our toothpaste tubes. This brief essay offers some intersections between the themes of marketing and the perennial concerns of the transcendent–right off the shelf.
