by Jeff Schreve

This content is part of a series.

Apron Strings (3 of 6)
Series: Man Up
Pastor Jeff Schreve
Genesis 2

If you have your Bible, please turn to Genesis chapter 2. How many in this room own a pair of Levi jeans? Anybody? Or Dockers, or anything like that? You know, the Levi Strauss Company was founded in 1853. Its headquarters is in San Francisco, California. When I was a little kid in grade school in Northern California there, we did a field trip to Levi's because it wasn't that far away. And it was interesting to watch how they make blue jeans.

Now Levi's, based on where it's located in San Francisco, California, it's never been known as a company that has strong moral absolutes. It's kind of a liberal company when it comes to morality. But in 2011, they came up with an ad campaign that just hit the nail on the head, in my opinion. It was an ad campaign for Dockers pants. It was called “The Man-ifesto.” The script said this: “Once upon a time, men wore the pants and wore them well. Women rarely had to open doors, and little old ladies never had to cross the street alone. Men took charge because that's what they did. But somewhere along the way the world decided it no longer needed men. Disco by disco, latte by foaming non-fat latte, men were stripped of their khakis and left stranded on the road between boyhood and androgyny. But today, there are questions our genderless society has no answers for. The world sits idly by as cities crumble, children misbehave, and those little old ladies remain on one side of the street. For the first time since bad guys, we need heroes. We need grown-ups. We need men to put down the plastic fork, step away from the salad bar, and untie the world from the tracks of complacency. It's time to get your hands dirty. It's time to answer the call of manhood. It's time to wear the pants.” That's pretty good from Levi Strauss and Company, isn't it? We're in a series called, “Man Up: God's Guide to Real Manhood.” And we're encouraging and sharing from the Word of God ...

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