Coca Cola had a winning ad campaign in the late 1940's. Ads were built around the theme, "The pause that refreshes." CNBC’s website includes the campaign on its list of most influential ads ever created. You can compare it with Volkswagen’s "Lemon", McDonald’s "You deserve a break today," and "A diamond is forever" at http://www.cnbc.com/id/43673665.
In Esther chapter four, Queen Esther paused, not for a chilled cola, but to consider options when making an historic decision. Haman, an ugly-spirited anti-Semite, had connived and convinced the king to deputize Haman to do what he wanted with the Jews. Adolf Hitler wasn’t the first Jew-hater. The complete story unfolds in just 10 chapters and leaves an indelible impression on readers. It is between verses 14 and 15 that Esther paused to consider.
In verse 13 and 14, Esther’s cousin Mordecai defined the challenge. "He (Mordecai) sent back this answer: ‘Do not think that because you are in the king's house you alone of all the Jews will escape. For if you remain silent at this time, relief and deliverance for the Jews will arise from another place, but you and your father's family will perish. And who knows but that you have come to royal position for such a time as this?’" Mordecai put it the most simple terms, "Speak up! It is our only chance at survival!" Esther had to hesitate, weigh her options, consider the consequences of going before the king. Wouldn’t you pause?
The pause had to seem very long to Mordecai as he awaited his fate and all of Israel. He was not disappointed. Verses 15 and 16 are the record of Esther’s response to a challenge of a lifetime. "Then Esther sent this reply to Mordecai: ‘Go, gather together all the Jews who are in Susa, and fast for me. Do not eat or drink for three days, night or day. I and my maids will fast as you do. When this is done, I will go to the king, even though it is against the law. And if I perish, I perish.’" I cannot image the queen laying casually on a satin-covered sofa or propped up in bed with a dozen silk pillows. No, I envision Esther pacing the royal mansion’s marble floors. I think her attendants were sent away so she could be alone with her thoughts.
The effect of one terrified young Israeli woman’s consideration of God’s call on her nation, her acceptance of her critical role, and her bold decision changed the world. If Haman had his way, there would be no Christmas. We would never know the meaning of Good Friday and Easter, and no Pentecost. In a world of sloganeering ad campaigns hawking refreshing pauses and when we are tempted to succumb to the luring jingles telling us we deserve a break today, we ought to think of Esther nightly pacing the floor and then boldly join her in affirming the call of God. The CNBC website includes the "Diamonds are forever" ads in its list of bests. When I saw it in the context of this essay I remembered Saint Peter’s urging, "Therefore, my brothers, be all the more eager to make your calling and election sure. For if you do these things, you will never fall." 2 Peter 1:10 (NIV) We should carefully weigh, pause and consider, Saint Paul’s sober statement, "For the gifts and calling of God are without repentance." Romans 11:29 (KJV) It's not diamonds, but our calling to follow Jesus, that is forever!
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