KN '07

kn ‘07
Some advertising campaigns ARE AMAZINGLY EFFECTIVE. For instance, if I said the name “Tom Bodett,” would you know which advertising campaign I was referring to? Tom Bodett is the recognizable icon for Motel 6 hotels who famously says in the commercials, “We’ll leave the light on for you.” I learned from the Internet that Tom Bodett, a radio voice who had no prior affiliation with Motel 6, actually ad libbed the tagline, “We’ll Leave the Light on for YoU” In the very first session he recorded for the company. Fifteen years later, Bodett remains the spokesperson for Motel 6 and has relied upon those same words in commercial after commercial, whether on the radio or on TV. The campaign is one of the longest running advertising campaigns in history, and continues to win awards for its creativity and effectiveness in the hotel industry.
So, what is this marketing campaign SO EFFECTIVE? Specifically, why is this catchphrase so successful? The answer I believe has to do with the operative word “light.” Leaving a light on for someone is a sign that they are welcome to join you. You are letting them know that you will open up your house, or hotel, or synagogue and make them feel at home. They will feel invited, accepted, embraced and safe. It is a statement of inclusion.
lIGHT, OF COURSE, HAS MANY CONNOTATIONS IN JUDAISM IN GENERAL AND IN RELATION TO THE HIGH HOLY DAYS IN PARTICULAR. THE “NER TAMID – THE ETERNAL LIGHT” AND THE MENORAH IMMEDIATELY COME TO MIND. as for the high holy days - ACCORDING TO TRADITION, ROSH HASHANAH MARKS THE ANNIVERSARY OF THE BEGINNING OF cREATION, AND THE VERY FIRST THING GOD CREATES IS LIGHT. in addition, on this kol nidre night, the service must begin before the sun sets, i.e., while it is still light. GIVEN THESE ASSOCIATIONS, IT IS MOST APPROpRIATE THAT BOTH THIS EVENING AND TOMORROW WE FOCUS ON SOME OF THE MANY ASPECTS OF LIGHT IN JEWISH TRADITION.
In parshaT B’ha’alotcha IN THE BOOK OF NUMBERS, gOD speaks to Moses telling him that he should command Aaron to light the Menorah in the “Ohel Moed, the Tent of Meeting.” The Kohanim, the priests, were responsible to make sure that this light would never be permanently extinguished. THIS is not the first occasion of an eternal flame in the Torah. We can look to the Burning Bush in which God first appeared to Moses. That light, the fire of the bush that would not be consumed, was an invitation. It was an invitation for Moses to lead the people to freedom.
But getting back to the menorah, the rabbis in the midrash ask what the point of the light of this menorah is in the first place. After all, Israel already has a light, amud ha-esh, the pillar of fire that God illuminates the camp with each night. So, what is the purpose for the light created from this menorah? The response of the rabbis is that it serves as A balance. The pillar of fire is God’s light that shines on us humans, and we in turn reciprocate by shining a light on God. The light is a statement of safety and love. God’s fire illuminates the camp providing protection and a sense of security. Our light, the light of the menorah, shines upon God in appreciation for God’s gifts bestowed upon us.
Judaism understands light in a very positive sense. Light is life. Light is learning. Light is Truth. The rabbinic sages emphasize the peaceful nature of light. Light is not a violent force and we are to take this notion seriously. As the prophet Zechariah explains in his vision upon seeing the menorah, “Not by might, and not by power, but only by the spirit of God.”. we take this statement to refer to our responsibility to the rest of the world. We Jews are to be an “Or Lagoyim - a light to the rest of the world.” Therefore, the menorah was a constant reminder of our mission to be a light unto the nations - a paradigm of virtue and education, of peace and tolerance. While we no longer have the lit menorah because we no longer have the Temple, we are reminded of our responsibility to be a light unto the nations, and to be welcoming to all by the ner tamid, the eternal light that hangs in front of the ark in every synagogue.
each of us, both individuallly and collectively, as members of this kehillah KEDOSHA “this holy community” has the responsibility to see to it that Beth Emeth’s “lights stay on,” not only in the literral sense of providing funds to keep the electric bills paid, but in making sure that Torah - study, Avodah - worship, and Gemillut Chasadim – acts of lovingkindness, all continue to be our mantra and our mission.
Light: Torah;
Light: Future;
Light is learning, programming, education of our youth; social activities; celebratory meals and life cycle events. Light is who we are to the world!
Light has always been the most favored metaphor for all forms of revelation. We speak of "Godly light," "Divine light," the "new light" of the Redemption We use expressions such as, "Do you still walk in darkness or have you seen the light?"
As physical light brightens our path so we don't stumble over obstacles, so the light of Godliness, our spiritual awareness, helps us avoid the pitfalls on the journey of life. Light represents truth, eternal values, the spiritual which transcends the mundane and the temporal.
The story is told of a wealthy man who had three sons. As he was uncertain as to which son he should entrust with the management of his business, he devised a test. He took his three sons to a room which was absolutely empty and he said to each of them, "Fill this room as best as you are able."
The first son got to work immediately. He called in bulldozers, earth-moving equipment, workmen with shovels and wheelbarrows and they got mightily busy. By the end of the day the room was filled, floor to ceiling, wall to wall, with earth.
The room was cleared and the second son was given his chance. He was more of an accountant type so he had no shortage of paper: boxes, files, archives, records, that had been standing and accumulating dust for years and years suddenly found a new purpose. At any rate, it didn't take long and the room was absolutely filled from floor to ceiling, wall to wall, with paper.
Again the room was cleared and the third son was given his turn. He seemed very relaxed and didn't appear to be gathering or collecting anything at all with which to fill the room. He waited until nightfall and then invited his father and the family to join him at the room. Slowly, he opened the door. The room was absolutely pitch black, engulfed in darkness. He took something out of his pocket. It was a candle. He lit the candle and suddenly the room was filled with light.
He got the job.
Some people fill their HOMES WITH lots of physical objects and possessions which clutter their closets but leave their homes empty. Our cars and clothes, our treasures and toys, all lose their attractiveness with time. If all we seek satisfaction from is the material we are left with a gaping void in our lives.
Others are into paper. Money, stocks, bonds, share portfolios, but there is little in the way of real relationships. Family doesn't exist or is relegated to third place at best. On paper, such a person might be a multi-millionaire, but is he or she happy? Is his or her life rich or poor? Is it filled with family and friends or is it a lonely life, bereft of true joy and contentment?
The truly wise son understood how to fill a vacuum. The intelligent person knows that the emptiness of life needs light. Torah - The Creator's revelation to humankind - is light. Shabbat candles illuminate and make Jewish homes radiant with light. Godly truths and the eternal values of our heritage fill our homes and families with the guiding light to help us to our destinations safely and securely.
Light is how the world began ("And God said, 'Let there be light.' And there was light" (Genesis 1:3)
We are shutafim, PARTNERS with God, in the creation of the world. And we are also partners with God in our attempt to perfect the world - tikkun olam. Let us begin here at our shul. Let us take on the continuing responsibility for keeping the light of Judaism alive and well here at CBE. now – and for generations to come!