Remember the old McDonald’s ad proclaiming “you deserve a break today?” And have you noticed how frequently the word “deserve” appears in modern advertising? We’re constantly told we deserve a better candidate, a better car, a better phone service, better insurance, better toothpaste, and on and on it goes. I’m beginning to think what we really deserve is better advertising. Have we become so shallow, insecure, and self-absorbed that our self-esteem is enhanced by hearing those three magical words, “you deserve it,” or “you deserve better?” The very prevalence of those words indicates they must be true.

To push back against the notion that all of us deserve better, here are three things you should consider the next time you’re assaulted by this ubiquitous tagline.

1. Consider What Is True.

The word “deserve” implies receiving something that is fair and just. To deserve something means to be worthy of a fitting reward or requital. We must remember that justice has both positive and negative sides. You may deserve a promotion because of hard work and achievement, or you may deserve prison for committing serious crimes. Ads using the “you deserve better” message assumes everyone deserves only the positive side. But in reality, we all know that is simply not true.

2. Consider What Is Real.

It’s really quite insulting to hear advertisements that attempt to sell by appealing to our innate, sinful bent toward self-centered entitlement. The reality is that it’s all a ploy that tempts you to act out of self interest. Men will break their marriage covenant and have affairs because they believe they deserve a more fulfilling relationship than the ones they have with their wives. People lie, cheat, steal, and even kill to get what they believe they deserve. People go into debt to purchase things they don’t really need but feel they deserve only to find themselves in financial bondage.

The reality is that all of us are sinful beings that ultimately deserve God’s judgment. What we desperately need to grasp is that our overblown sense of entitlement leaves us ungrateful and unhappy: ungrateful because we’re blind to God’s grace and unhappy because our "just desserts" never really bring true contentment, only a brief respite that leaves us longing for more.

3. Consider Others.

We can become so focused on something we think we deserve that we lose sight of what we really need. Even worse, such self-absorption blinds us to the needs of those around us. As Christians, we must recognize the fallacy in the “you deserve better” ads and resist the temptation to act on them. Instead, let’s follow the advice given by the Apostle Paul who said, “Let each of you look out not only for his own interests, but also for the interests of others.” (Philippians 2:4)

Finally, the good news is only good news when you’ve grasped the bad news. Only when we truly comprehend how bad we are and what we really deserve can we rejoice in the grace of God. Jesus on the cross suffered what we deserve so that we might obtain the eternal joy he deserves.